LIBRARY 

OF  THE 

UNIVERSITY  OF  CALIFORNIA. 


GIFT    OF 


THE  BANCROFT  Lr BR AR Y • 

Class 


<r 


NTS 


Advertisers'    Announcements.      For 
list  see  Index  page,  319-321 

Advertising  Media 10 

Agricultural   Papers,    243-263 

Business    Chat,   I 

Cocoanuts  and  Cocoanuts,   7-9 

Commercial  Papers,    293 

Co-operative   Lists,    269-271 

Copy,    10 

Dailies  and  Weeklies,   33-189 

Danish    Papers,    301 

Educational  Publications,    273-281 

Foreign  Language  Papers, 295-301 

Fraternal  Papers 265-267 

French  Papers,   295 

Geographical      Index      of      States, 
Dailies  and  Weeklies 34 

High   Class  Advertising,    12-32 

Housekeeping  Publications,  205 

Illustrations II 

Illustrated  Announcements  of  Pub- 
lications.      For  list  see  Index  319-321 

Illustrated  Weeklies,  207 

Index  to  Advertisements 319-321 


Ladies'    Publications 205 

Leading  Dailies  and  Weeklies,   .  .33-189 
Leading   Magazines IQ3-IQ7 

Leading        Agricultural        Publica- 
tions  243-263 

Leading  Religious  Publications,  219-241 

Literary  and  Society  Weeklies 209 

Mail  Order  Papers 211-217 

Magazines J 93-197 

Medical  Publications,   283-291 

Mediums,    10 

Monthly   Publications 199-203 

Norwegian-Danish   Papers,    301 

Popular  Weeklies,   209 

Religious  Papers,   219-241 

Spanish   Papers,    297 

Specimen  Advertisements, 1 1-3.2 

Story  Papers 209 

Swedish  Papers,    . . 297-299 

Times  Building, Frontispiece. 

The  Thompson  Offices,    3-6 

The  Use  of  Colors,  2 

Trade  Papers,   293 


Copyrighted  1899.    J.  Walter^  Thompson  Co. 


J.  WALTER  THOMPSON  CO.  ADVERTISING.          1 


A  Business  Chat. 


The  aim  of  this  Red  Book  is  to  demonstrate  the  value  of  first-class  adver- 
tising as  a  science  and  to  tell  prospective  advertisers  where,  when  and  how  to 
obtain  the  best  returns  for  their  investments. 

We  make  it  our  business  as  advertising  agents  to  advise  the  best  methods  of 
advertising,  and  we  deem  nothing  that  relates  to  any  advertiser's  business  of 
indifference  to  us.  We  aim  to  bring  results.  Over  eight  hundred  regular 
advertisers  show  their  faith  in  our  methods  and  our  services  by  continued  and 
extended  patronage.  Advertisements  begin  to  talk  at  their  birth  and  are  never 
silent. while  alive. 

The  advertisers  who  entrust  to  us  the  details  of  their  work  wilf.secure  many 
advantages  over  those  who  try  to  do  it  themselves.  Skilled  work,  when  pub- 
lished, costs  no  more  than  the  work  without  skill,  and  the  best  work,  such  as  we 
give,  is  the  cheapest,  as  it  brings  the  best  results.  Skilful  advertising  will  make 
many  a  feeble  business  strong  and  profitable.  Our  facilities  for  successfully 
handling  the  business  of  any  advertiser  are  unsurpassed  by  any  firm  in  the  world. 

We  want  as  customers  those  who  have  sufficient  capital  to  pay  all  obligations 
when  matured,  who  feel  that  they  have  something  to  sell  which  the  world 
will  be  better  for  buying,  and  who  desire  to  tell  the  world  about  it.  Doubting 
buyers  may  be  convinced  by  energetic,  vigorous  advertisements. 

The  J.  Walter  Thompson  Company, 


C.  E.  RAYMOND,  Vice-President,  President. 

JOSEPH    R.  HALL,  Treasurer, 

CLARENCE   A.  HOPE,  Secretary. 


235142 


ADVERTISING.  J.  WALTER  THOMPSON  CO. 

The  Use  of  Colors. 

Desirous  of  aiding  our  customers  and  the  advertising  public  in  general,  we 
have  purposely  made  the  Red  Book  more  than  a  simple  catalog  of  publications ; 
we  have  made  it  an  object  lesson  in  color-combinations  and  typographical  effects. 
Therefore,  to  make  the  work  practically  helpful  and  suggestive  along  these  lines, 
with  an  educational  influence,  its  pages  have  been  freely  illustrated  with  all  sorts 
of  designs,  printed  on  five  delicate  shades  of  paper,  straw,  rose,  heliotrope,  tea 
and  opal,  preserving  good  color  harmony,  with  various  but  consonant  tints  of  inks. 

There  should  be  suggestions  in  these  effects,  of  which  our  customers  may 
make  use  in  planning  color  schemes  for  printing  of  their  own.  It  is  to  be 
remarked  that  the  use  of  these  delicate  shades  of  paper  is  as  a  rule  helpful 
to  the  eye  of  the  reader,  when  combined  with  a  fairly  strong  color. 

Oculists  who  have  investigated  in  an  exhaustive  way,  specially  recommend 
some  of  these  light  hues  for  the  printing  of  books.  Obviously  some  of  the  com- 
binations will  have  as  their  chief  merit  the  quality  of  novelty ;  and  though  some 
may  criticise  adversely  the  rather  bizarre  effect,  yet  as  a  whole  it  may  be  con- 
ceded that  the  purpose  in  mind  justifies  the  result. 

The  majority  of  those  to  whom  this  book  goes  are  among  the  most  exacting 
customers  of  the  printer ;  they  are  compilers  of  catalogs  and  publishers  of 
pamphlets,  booklets  and  the  like.  Frequently  they  are  in  doubt  as  to  how  to 
make  the  next  "  job  "  more  attractive  than  its  predecessors,  which  may  have 
been  printed  on  white  paper  with  black  ink,  and  proved  disappointing  because  of 
the  gray-black  effect.  A  blue-black  or  green-black  ink  in  place  of  ordinary 
black  can  be  used  with  better  results.  No  exception  can  ever  be  taken  to  a 
happy  combination  of  a  tinted  paper  printed  with  an  ink  of  the  same  color. 

Not  all  printers  are  as  proficient  as  they  might  be  in  their  knowledge  of 
either  harmonious  or  contrasting  colors.  If  the  right  sort  of  printer  can  be 
secured,  it  will  be  found  advantageous  to  consult  him  as  to  the  scheme  of  color- 
work,  as  well  as  of  typography. 

One  is  led  to  wonder,  when  his  attention  is  directed  to  specimen  jobs  of 
printing,  why,  considering  the  heavy  outlay  for  composition,  presswork.  paper 
and  binding,  so  little  thought  or  time  seems  to  have  been  devoted  to  the  formula- 
tion of  plans  in  typography  or  color  scheme.  We  trust  that  the  Red  Book's 
mission  in  this  direction  will  prove  of  value. 

Remember  that  a  tinted  paper  always  gives  a  warm,  pleasant  effect,  and 
when  this  is  combined  with  inks  of  the  proper  color,  excellent  results  are  obtained. 
Our  experts  are  always  ready  to  give  suggestions  and  advice  along  these  lines. 

The  J.  Walter  Thompson  Co. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING. 


The  Thompson  Offices. 


4gf 

The  advertising  offices  of  this  company  in  New  York,  Chicago  and  Boston 
are  located  at  the  most  accessible  points,  and  are  typical  modern-day  business 
offices,  with  a  corps  of  trained  workers  and  the  usual  furnishings  and  accoutre- 
ments necessary  for  the  quick  and  convenient  ^handling  of  business.  Precision 
is  the  watchword  and  matters  of  entering  and 
checking  orders  and  the  general  routine  of  work 
run  like  well-regulated  clockwork. 

The  head  offices,  where  most  of  the  detail 
is  attended  to,  are  located  in  the  famous  Printing 
House  Square,  New  York  City,  in  the  well-ap- 
pointed Times  Building,  facing  on  Park  Row, 
Spruce  and  Nassau  Streets,  with  entrances  at 
41  Park  Row  and  147  Nassau.  A  fine  view  of 
the  building  is  shown  in  the  frontispiece.  The 
financial  advertising  branch  offices  are  located 
in  the  Edison  Building,  42  and  44  Broad  Street, 
in  close  touch  with  Wall  Street  and  its  enormous 
interests. 

The  Chicago  offices  are  commodiously  situ- 
ated in  the  enormous  office  building,  quaintly 
called  The  Rookery,  which  stands  on  the  corner 
of  La  Salle  and  Adams  Streets,  in  the  center 
of  Chicago's  financial  district,  and  convenient 
to  all  street  and  steam  transportation  lines. 

The  Boston  offices  are  at  31  Milk  Street,  nearly  opposite  the  famous  Old 
South  Church,  and  are  on  historic  ground.  Benjamin  Franklin's  father  lived 
in  this  immediate  locality  when  the  printer  and  philosopher  was  born. 

There  are  three  views  from  the  New  York  office  windows  that  are  always 
enjoyed  by  visiting  customers.  The  location  is  in  a  large  breathing  spot  that, 
despite  the  noise  and  uproar  of  passing  cars,  general  traffic  and  the  ever-present 
shouting  newsboy,  is  far  enough  away  from  other  buildings  to  give  an  ever- 
varying  scene  of  life. 

To  the  west,  across  Park  Row,  is  the  government  building,  with  the  United 
States  Courts  and  the  Post  Office,  where  the  busy  officials  are  constantly 
despatching  tons  of  mail  matter  day  and  night,  by  pneumatic  tubes,  cable-cars 
and  wagons.  The  New  York  Times  Building  alone  furnishes  over  a  ton  of 
mill  a  day. 


CHICAGO  OFFICE— THE    ROOKERY. 


ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


In  the  distance,  through  the  trees,  lies  Broadway,  showing  a  goodly  row 
of  office  buildings.  Looking  northwest,  the  City  Hall  of  Greater  New  York  is 
seen— a  low,  white  building  beautifully  embowered  in  the  trees,  while  in  the  back- 
ground, towering  above  its  modest  pretensions,  are  grouped  enormous  business 
buildings. 

This  is  historic  ground  and  its  record  is  practically  the  history  of  human 
progress  on  Manhattan  Island.  It  has  always  been  a  people's  park  from  the  time 
it  was  known  as  "  The  Commons  "  after  it  was  reclaimed  from  being  "  Execu- 
tion Lot." 

In  1766  the  odious  stamp  tax  was  here  denounced,  a  liberty  pole  erected 
and  the  English  governor  burned  in  effigy  with  all  the  stamped  paper.  It 
was  the  meeting  place  for  patriots  in  1774.  "  The  great  meeting  in  the  fields  " 
was  held  here,  when  Alexander  Hamilton,  then  only  seventeen  years  of  age, 
called  to  the  colonists  and  to  his  fellow  patriots  to  "unite  or  die."  Two  years 
later  the  Declaration  of  Independence  was  read  here. 

The  City  Hall  was  originally  built  in  1812,  and  has  since  been  enlarged 
and  improved  by  the  addition  of  the  end  wings  and  an  upper  story.  Forty 
mayors,  from  De  Witt  Clinton,  in  1812,  to  Robert  Van  Wyck,  in  1899,  have 
ruled  New  York  City  from  this  building. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING. 


In  1837,  and  frequently  thereafter,  lottery  drawings  took  place  on  the  steps, 
under  the  auspices  of  the  city  government.  The  building  and  the  park  have 
been  the  scene  of  many  pageants  and  imposing  funerals  in  honor  of  public  men. 

This  is  merely  reminiscent,  but  should  prove  interesting  to  the  present 
generation,  which  sees  now  only  a  restless,  business-seeking  throng  constantly 


VIEW  FROM    NEW   YORK    OFFICE,    LOOKING    NORTHWEST.      CITY    HALL    IN    FOREGROUND. 

surging   across   and   around  City   Hall  Park,  with  rarely  a   thought  of  how    it 
looked  even  twenty-five  years  ago. 

Looking  to  the  north  the  view  is  kaleidoscopic.  At  our  feet  are  dignified 
bronze  statues  of  Benjamin  Franklin  and  Horace  Greeley,  keeping  ward  and 
watch,  as  it  were,  over  the  present  generation,  though  rarely  looked  at  or  thought 
of  except  by  strangers. 

The  buildings  in  view  are  well  known.  Across  Spruce  Street  stands  the 
Tribune  Building,  in  which  are  located  the  offices  and  editorial  rooms  of  the 
Journal  ;  next  door  is  the  Sun  Building,  less  pretentious  in  size  ;  and  further 
on  the  Pulitzer  or  World  Building,  with  its  gilded  dome  ;  then  the  big  sheds 
and  awkward  entrance  to  the  Brooklyn  Bridge,  which  half  screens  the  granite 
home  of  the  Staats  Zeitung,  with  the  Hall  of  Records  at  the  left. 


ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


To  the  east  is  the  towering  building  of  the  American  Tract  Society,  on  the 
corner  of  Nassau  and  Spruce  Streets,  hiding  the  Times  Building  view  for  twenty- 
three  stories. 

Clustered  around  in  all  the  streets  near  or  leading  from  Printing  House 
Square  or  Newspaper  Row,  from  Fulton  Street  to  beyond  the  bridge,  are 
mammoth  buildings,  which  not  only  house  complete  newspaper  plants,  but  con- 
tain offices  for  all  departments,  from  publisher  and  editor  to  special  agents  of 
all  leading  newspapers  of  other  cities.  In  addition,  the  representatives  of  kin- 
dred interests,  news  and  press  bureaus,  type  founders,  paper  manufacturers,  ink 
dealers,  press  makers  and  the  like  naturally  swarm  here  in  droves 

Thus  within  pistol-shot  of  this  office  are  condensed  all  the  varieties  of  the 
printing  and  allied  trades,  and  this  section  may  well  be  called  "The  Headquarters 
of  American  Journalism." 

No  other  city  in  the  world  has  such  a  concentrated  colony  of  the  craft. 
There  is  only  one  Printing  House  Square  and  the  Thompson  Company's 
offices  are  in  the  center  of  it.  They  are  "  The  Headquarters  of  American 
Advertisers  "  who  come  here  to  put  girdles  of  publicity  around  the  world. 


VIEW    FROM    NEW   YORK   OFFICE,    LOOKING   NORTH. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING. 


COCOANUTS  AND  COCOANUTS. 

Advertising  Talk  in  a  New  Dress. 

The  cocoanut  of  commerce  and  the  cocoanut  of  advertising  have  many 
points  in  common,  from  which  a  lesson  may  be  learned  by  comparison.  At 
first  glance,  both  are  unprepossessing,  apparently  hard  nuts  to  crack. 

Aborigine  though  he  may  have  been,  he  who  first  tapped  the  soft  spot  of 
the  cocoanut  and  drank  the  milk,  was  like  the  half-venturesome  advertiser  of  years 
ago  who  made  timid  efforts  to  get  the  milk  of  business  success  from  the  public. 

In  both  cases  the  returns  were  satisfactory,  and  the  investigator  was  led 
to  go  farther  and  seek  something  still  better  and  richer.  Both  found  the  meat 
in  their  respective  cocoanuts  and  profited  by  it. 

There  is  scarcely  any  other  tree  in  the  world  so  useful  in  all  its  parts  as  the 
cocoanut-bearing  palm,  its  trunk  being  good  lumber,  its  leaves  making  fibre  of 
all  grades,  so  fine  that  it  can  be  woven  into  ropes,  lines  and  garments,  besides 
many  other  useful  things. 

In  this  respect  it  is  like  the  advertiser's  tree  of  knowledge  ;  every  part  is  of 
some  use  and  value.  It  concentrates  its  fruit  in  clusters  at  the  top  of  the  tree, 
away  from  danger,  until  ripe  and  ready  for  market,  and  like  this  should  the 
advertiser  concentrate  his  work,  until  it  makes  a  goodly  showing  attractive 
to  customers. 


8 


ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  illustration  of  the 
cocoanut-bearing  palm  carries 
out  this  point  without  the 
necessity  of  argument.  When 
each  publication  can  be  made 
as  fruitful  as  the  cocoanut 
tree,  the  advertiser  starts  out 
judiciously  to  plant  more  trees 
or  use  more  mediums. 
^To  bear  good  fruit,  the  tree 
must  have  great  roots,  firmly 
imbedded  in  the  soil ;  while 
the  advertising  mediums  used 
must  be  those  imbedded  in 
the  hearts  and  homes  of  the 
people./  In  both  cases,  the 
fruit  is  ripened  in  enormous 
quantities.  Poor  soil  and  poor 
mediums,  as  well  as  poor  copy, 
are  alike,  and  can  yield  no 
good  fruit. 

Disappointment      awaits 
him  who  sits    at  the  foot  of 
either  kind  of  tree  expecting 
a  crop  to  fall  at  his  feet,  without  doing  something  to  warrant  it  by  preparation. 

The  cocoanut  grows  only  in  countries  where  there  is  an  abundance  of 
warmth  and  moisture,  which  are  equally  necessary  in  a  judicious  advertising 
campaign ;  nourishment  is  needed,  and  without  it  no  good  results  can  be 
obtained.  Poor,  stunted  trees  bear  but  few  cocoanuts,  while  the  big  sixty 
and  one  hundred-foot  monsters  give  enormous  crops  annually.  An  advertiser 
should  not  patronize  stunted  trees  or  publications  of  any  sort  unless  he  is  con- 
tent to  gather  in  limited  quantities. 

He  should  aim  by  good  copy  and  judicious  work  to  get  the  largest  and  best 
fruit.  Perfection  is  hard  to  attain  in  human  work,  but  in  starting  right,  the 
advertiser's  ideal  should  be  good  seed,  /.  <?.,  good  copy,  as  half  the  battle  lies  in 
the  proper  preparation.  Copy  must  not  be  ungrammatical,  unattractive  or  slip- 
shod if  it  is  expected  to  attract  the  dollars  from  the  pockets  of  the  public. 

If  an  advertiser  does  not  know  where  to  seek  cocoanuts  full  of  milk  and 
meat,  or  cannot  gather  them  in  sufficient  quantities,  the  J.  Walter  Thompson 
Company  can  point  the  way  to  the  fruit-bearing  palms  and  can  aid  him  to  gather 
the  crop.  This  company's  experience  is  at  the  service  of  customers,  both  in  the 
preparation  of  first-class  copy  and  in  the  selection  of  mediums  from  which  results 
can  be  expected. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.          9 


As  this  agency's  announcements  have  stated  many  times  during  the  last 
thirty  years,  advertisers  have  been  increasing  their  investments  in  a  remarkable 
manner,  and  from  this  have  harvested  cocoanuts  without  number,  and  yet  there 
are  many  really  good  things  today  unadvertised  or  not  properly  presented  to  the 
public.  There  is  plenty  of  room  for  good  things  now  dormant. 

The  merchant  who  does  not  believe  in  advertising  does  not  believe  in  banks, 
insurance  or  other  modern  institutions.  He  is  a  relic  of  the  lost  ages.  Vigorous 
advertisements  lead  the  willing  customers  and  drag  the  unwilling.  Advertise- 
ments cannot  be  too  strong  or  too  adroit.  You  cannot  catch  the  public  eye  too 
skilfully  or  too  often. 

This  agency  keeps  on  hand  modern  tools  and  equipment  in  the  shape  of 
ideas  and  experience  that  will  prove  of  value  even  to  the  veteran  advertiser. 
Keep  up  with  the  procession,  use  the  best  implements  and  seed-copy,  and  get 
both  the  milk  and  the  meat  of  the  cocoanut. 

The  J.  Walter  Thompson  Company  refers  with  pleasure  to  hundreds  of  cus- 
tomers who  have  won  success  under  its  direction,  and  whose  confidence  has  been 
displayed  by  continuous  orders  and  friendship.  It  employs  the  best  specialists  in 
advertising-writing  and  designing,  because  the  services  of  any  others  would  be  a 
wilful  waste  of  money  both  to  the  company  and  to  its  customers. 

It  believes  in  fostering  customers'  business  with  zealous  care,  that  the 
results  may  be  a  financial  harvest  worthy  of  garnering.  The  man  in  commerce 
who  fails  to  avail  himself  of  the  publicity  which  well-written,  well-placed  advertis- 
ing gives  to  his  business,  and  sits  calmly  waiting  for  customers,  will  get  none  of 
the  milk  or  the  meat  in  the  cocoanut. 


10       ADVERTISING.  J.  WALTER  THOMPSON  CO. 


EHMJk 


SUGGESTIONS  TO  ADVERTISERS. 


One  of  tne   necessary  qualifications  of    a  man   selected  to    represent  a 
business   firm   is  a   good  appearance.      A  representative  may  have  all 
the  graces  of  speech  and  charms  of  manner,  but  if  his  attire  is  careless 
or  untidy,  he  is  worse  than  useless.     He  misrepresents  his  firm. 

'/Your  advertisement  represents  you/  It  is  your  most  efficient  and  hardest  working 
agent.  Experience  makes  the  successful  man  of  business,  and  the  same  factor  is  essential 
to  the  preparation  of  good  advertisements.  So  your  advertisements  should  be  as  carefully 
attired  as  your  human  representative.  Look  to  the  apparel  of  your  type-agents. 

No  merchant  would  allow  an  inexperienced  advertising  man  to  take  entire  charge  of 
his  business  ;  and  no  merchant,  however  shrewd,  should  attempt  to  prepare  his  own  adver- 
tising copy.//^The  essentials  of  good  advertising,  speaking  type,  clever  designs,  plenty  of 
daylight,  forceful  arguments,  simple,  straightforward  wording  and  an  attractive  appear- 
ance, do  not  come  by  accident;  they  are  the  result  of  observation,  care  and  studW' 

Advertising  copy  that  is  sent  out  at  the  cost  of  hundreds  of  dollars  to  'represent 
reputable  concerns  can  all  too  easily  be  marred  by  careless  preparation,  and  fail  to  serve 
its  purpose  or  bring  proper  returns.  Violation  of  rules  of  grammar,  indulgence  in  high- 
sounding  language,  the  creeping  in  of  slang  words  or  flippant  terms,  disregard  for  the 
mother  tongue — are  some  of  the  faults  that  constantly  offend  the  public  taste  and  injure 
business  rather  than  aid  it. 

Half  the  battle  is  fought  before  an  advertisement  is  printed,  therefore  its  preparation 
should  be  placed  in  the  hands  of  those  who  are  most  competent.  A  patient  would  not 
attempt  to  fill  his  doctor's  prescription  himself,  but  would  seek  the  druggist  who  makes  it 
his  business;  and  the  advertiser  who  wishes  a  tonic  for  the  health  of  his  business  should 
have  his  advertising  remedy  compounded  by  those  who  have  won  their  spurs  in  the  adver- 
tising prescription  line.  This  agency  has  expert  writers  and  designers  to  serve  its  patrons. 


YOUR  ^e  montn^y  magazines  are   read  from   cover  to  cover  by  men  and 

TUFTfTiTTJTUTG  women  who  often  read  no  part  of  the  daily  papers  but  the  headlines. 
lYL£LLtl  UlYLO  other  monthly  periodicals  have  their  supporters  who  content  themselves 
with  the  stories,  essays  and  household  hints.  Religious  papers  have  still  another  set  of 
valuable  subscribers,  for  the  character  of  the  publication  gives  weight  to  its  announce- 
ments. The  agricultural  papers  appeal  to  those  whose  interests  they  serve  and  who  often 
care  for  no  other  reading  than  that  pertaining  to  their  own  vocation. 

The  illustrated  weeklies,  the  humorous  and  society  papers,  the  scientific  periodicals 
and  the  trade  journals  all  have  their  especial  clientele,  while  the  thousands  of  local  dailies 
and  their  weeklies  of  the  towns  and  cities,  with  their  mighty  army  of  readers,  outnumber 
any  other  kind  of  publication.  All  of  these  classes  should  be  considered  carefully  by  the 
advertiser,  with  the  idea  of  using  some  and  possibly  all.  with  appropriate  copy. 


J.  WALTER  THOMPSON  CO.  ADVERTISING.        1  1 


If  you  sent  your  representative  to  canvass  a  special  territory  in  the  interests  of  an. 
article  of  general  use,  you  would  wish  him  to  reach  every  one,  rich  and  poor,  high  and 
low, -men,  women  and  children .  It  cannot  be  urged  with  too  much  emphasis  that  your 
advertisement  is  your  tireless,  conscientious,  painstaking  and  effective  agent ;  therefore 
the  mediums  selected  for  an  article  of  general  use  should  include,  as  far  as  possible,  all 
kinds  of  publications. 

There  is  no  danger  in  duplication,  although  subscribers  to  one  kind  of  periodical  may 
take  several  others.  It  is  true  that  a  reader  may  see  an  advertisement  in  a  monthly 
magazine,  and  then  in  his  religious  paper,  and  again  in  his  local  sheet ;  but  it  is  not  the 
repetition  that  tires ;  it  is  the  emphasis  that  helps. 

During  recent  years,  the  circulation  of  all  classes  of  publications  has  increased  to  an 
extent  that  is  totally  disproportionate  to  the  increase  in  the  cost  of  advertising.  The  per- 
centage of  cost  per  copy  is  lower  than  it  was  ten  years  ago. 

The  increase  in  circulation  may  be  accounted  for  in  several  ways.  The  price  of  fine 
paper  for  magazines  and  of  white  paper  for  newspapers  is  far  less  than  it  was  a  decade 
ago  ;  modern  presses  enable  publishers  to  turn  out  more  copies  than  they  formerly  dreamed 
of ;  facilities  of  transportation  enable  this  increased  output  to  cover  a  larger  territory  ;  and 
the  liberal  co-operation  of  the  postoffice  department  makes  it  possible  to  distribute  larger 
editions  at  a  profit. 

Have  your  copy  good.  Place  it  wherever  there  is  a  chance  to  catch  the  eye  and 
open  the  purse  of  a  customer.  As  your  business  expands,  see  to  it  that  your  advertising 
keeps  pace  with  your  prosperity. 


YOUR  ^  ^ate  years  ^ere  is  a  growing  tendency  to  illustrate 

__  _  TT07*r>  4  77/nJlTC  advertisements.  This  is  not  always  wise.  A  poorly 
ILL,  UO 1 KA 1  iCWO  drawn  picture,  or  one  inappropriate  to  the  subject,  is  as 

bad  as  a  poorly-phrased  sentence.  Taste  and  experience,  with  artistic  excellence,  deter- 
mine the  effectiveness  of  illustrated  advertising.  A  great  deal  can  be  told  in  the  right 
kind  of  picture  and  a  great  deal  wasted  in  the  wrong. 

.  An  apt  illustration,  well  conceived  and  well  executed,  will  always  be  an  aid  to  an 
advertisement  if  it  is  true  to  life  and  true  to  the  goods  it  depicts.  Advertising  illustrations 
as  a  rule  should  show  the  goods  in  actual  use,  and  aim  to  convince  possible  customers  of 
their  merits.  In  some  cases  irrelevant  pictures  and  fancy  work  can  be  used  to  advantage, 
but  they  are  rare. 

The  J.  Walter  Thompson  Company  has  artists  for  every  kind  of  work,  and  can 
furnish  illustrations  that  will  make  advertising  more  effective  and  more  attractive.  It 
also  employs  fertile  writers  who  can  make  simple  type-display  very  effective  when  placed 
in  the  mass  of  illustrated  advertisements.  Different  subjects  require  different  treatments. 


SPECIMEN  On  the  twenty  Pa§es  following  will  be  found  a  series 

nTrZ7D>rrcz7ir;fZ7XT>rc    °f  carefully-planned    and  well-considered   advertise- 
AJJV£LKJ.lor.M£LJNlo     ments,  varying  in  size  and  style,  all  inserted  by  this 
agency  in  leading  publications  of  all  grades. 

There  is  a  pleasing  variety;  all  are  clever  and  effective,  and  the  most  exacting  wilt 
surely  find  something  to  admire.  The  most  striking  ones  are  those  of  few  words. 

The  soft  half  tones  alone,  or  combined  with  strong  line-work,  interspersed  with  a  bit 
of  descriptive  type-matter,  stand  in  strong  comparison  to  those  of  "all-type,"  and  each 
sets  off  the  other  to  good  advantage. 


Placed  in  leading  publications  by  J.  Walter  Thompson  Co. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.       13 


THE  PRUDENTIAL 


ALSO  Ilf  ITS  BUSINESS  LIFE  INSURANCES  OF  TUB  GREATEST  MAGNITUDE. 

Above  is  a  facsimile  of  check  received  by  The-  Prudential  Insurance  Company  of  America 
from  Messrs.  Hahne  &  Co.,  of  Newark,  N.  J.,  to  cover  the  first  year's  premium  on  Partnership 
Life  Insurance  taken  out  by  Messrs.  W.  H.  Kellner,  A.  J.,  R.,  and  A.  Hahne,  who  control  the 
largest  department  store  in  the  State  of  New  Jersey. 

After  considering  propositions  from 
a  number  of  the  leading  life  insurance 
companies,  the  choice  fell  upon  The 
Prudential  as  furnishing  the  most  ad- 
vantageous contract. 

The  Prudential  will  gladly  receive 
applications  for  Partnership  Life  Insur- 
ance, which  consists  of  the  insuring  of 
lives  of  men  joined  in  business  part- 
nership. 

By  this  means  a  fund  may  be  created 
with  which  to  protect  the  interests  of  the 
survivors  in  event  of  death  of  a  member 
of  the  firm.  A  common-sense  form  of 
life  insurance  for  business  men  to  make 
assurance  doubly  sure. 

Write  for  further  information,  rates, 
etc.,  to 


THE  PRUDENTIAL 


Insurance  Co.  of  America. 


JOHN  F.  DRYDEN.  President. 


Home  Odice,  NEWARK.  N.  J. 


Placed  in  leading  publications  by  J.  Walter  Thompson  Co. 


14      ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


'i^fl^^^^^S'^^il/f;       Tfil 


Sffifflwtlw.  ifflffl  w,<w,1 


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J.  WALTER  THOMPSON  CO. 


ADVERTISING.       15 


nnerrs 

Borated  Talcum 

TOILET  POWDER 

The  hand  of  science  never  conferred  a  greater  comfort  on  man 
and  womankind  than  that  supplied  by  MENNEN'S  BORATED  TALCUM 
TOILET  POWDER.  A  sanitary  preparation  of  recognized  antiseptic 
properties,  composed  of  purified  talcum  and  boracic  acid.  Allevi- 
ating the  troubles  of  infancy  ;  soothing  the  skin  after  shaving  ; 
beautifying  the  complexion  ;  preventing  and  removing  the  odor 
of  perspiration  ;  refreshing  the  body  after  the  bath.  A  positive 
relief  for 

Nettle  Rash 
Measles 
Chicken  Pox 
Chapped  Hands,  etc. 


Prickly  Heat 
Sunburn 
Scarlet  Rash 
Chafed  Skin 


Cooling  for  Blistered  and  Sweaty  Feet  and  all  afflictions  of  skin. 
MENNEN'S  BORATED  TALCUM  TOILET  POWDER  is  entirely  dif- 
ferent from  all  toilet,  infant  and  complexion  powders  in  principle 
and  purpose.  It  is  free  from  starch,  rice  or  other  irritants  so 
common  in  common  face  powder,  and  so  dangerous  to  the  beauty 
and  health  of  the  skin.  The  genuine  Mennen's  can  always  be 
identified  by  the  picture  of  Gerhard  Mennen  on  the  cover  of  the 
box— a  safeguard  against  counterfeits  ;  a  guarantee  of  absolute 
purity.  Ask  for  MENNEN'S  BORATED  TALCUM  TOILET 
POWDER,  a  litile  higher  in  price,  perhaps,  than  worthless  sub- 
stitutes, but  a  good  reason  for  it.  7^°  Sold  everywhere  or  mailed 
for  25  cents.  ( Sample  free.  Name  this  paper.) 

GERHARD  MENNEN  CO.,  Newark,  N.J. 


16      ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


\Vxlx>^vixvfxvt''^t''~^>^>l^vt^x^ 

y\x^'^lwpx^&s^?^£^^ 

'i  \/^ 

f 'Autumnal  conveniences  awaiting  your  pleasure" 

Libby's  Luncheons 

In  their  own  exclusive  class  of  superlative  excellence — ideal 
appetizers  and  labor-saving  necessities — always  all  ready— 
you  just  serve,  that's  all — no  fire,  no  trouble,  no  work. 


Three 

fall 

Specials 


Veal  Leal  -Beef  Loaf-  Ham  Loal 

Autumnal  dainties  in  the  delicate  freshness  of  their  original  newness 
— genuine  mouth-waterers,  and  yet  substantial  enough  for  a  meal. 


Put  up  in  convenient  size  key-opening  cans.  Our  book,  "How  to  Make  Good  Things  to  Eat," 
gives  complete  list  of  our  Luncheon  Specialties,  and  how  to  prepare  them.   Drop  postal  for  it. 

LIBBY,  McNEILL  &  LIBBY,  CHICAGO 


VT"  *•,*. 


STUDY  LAW  AT  HOME 

You  can  obtain  by  home  study  a  complete 
legal  education,  under  the  guidance  of  the 
most  successful  correspondence  school  in 
the  world,  without  its  interfering  with  your 
present  employment  and  without  the  ex- 
penditure of  much  money. 

We  can  convince  you  of  this 

if  you  will  write  us  for  particulars.  Our 
students  are  everywhere— in  this  and  for- 
eign countries.  Hundreds  of  them  have 
completed  the  course  and  are  practising 
Law  with  great  success.  We  are  the  oldest 
correspondence  Law  School  in  existence, 
and  have  the  support  of  leading  educators 
and  business  men  at  home  and  elsewhere. 
We  will  refer  you  to  persons  right  in  your 
own  neighborhood. 

It  matters  not  how  you  are  situated 

we  can  help  you  get  a  legal  education, 
which  you  can  use  as  a  lawyer  or  in  general 
business.  A  great  opportunity!  Send  to- 
day for  our  Catalogue.  It  costs  nothing 
and  will  interest  and  inspire  you.  It  tells 
about  our  three  law  courses,  namely  :  Pre- 
paratory Law,  —  Business  Law,  —  Regular 
College  Law  Course.  ADDRESS 

The  Spraffue  Correspondence 
School  of  Law, 

'j/    No.  44  Majestic  Bldg.,  DETBOIT,  MlCH. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.        17 


LION  BRAND  SHIRTS  mark  an  advance  in  the  comfort  of  gentlemen's  linen.n  They 
are  not  bags  of  cloth  planned  to  wrinkle  into  place,  but  are  carefully  patterned  on  accepted 
models,  and  the  forms,  styles  and  sizes  assorted,  so  you  can  always  buy  a  Lion  Brand 
Shirt  that  will  fit  easily  and  well.  You  will  find  it  provided  with  all  loops,  buttons  and 
other  convenient  accessories,  the  use  of  which  distinguishes  the  well  dressed  man.  Sold 
in  different  cloth  qualities  at  $  1,  $  1.50,  $2.  All  grades  show  the  same  skilled  workmanship 


UNITED  SHIRT  &  COLLAR  Co.,  Makers,  Troy,  N.  Y. 


Placed  in  leading  publications  by  ].  "Walter  Thompson  Co. 


18       ADVERTISING. 


J.  WALTER.  THOMPSON  CO. 


L  timea  the 
^  WofSvap 


• 

i  No  chapped  or  rough  hands 
j  fromWool  Soap  using 

•  "••^"••^••'•^•^•••^•••'•'^^•"^"       •^•^^•^^^••••••••••••••••^•^•i^^ 

!  SWIFT  AND  COMPANY 


CHICAGO 


Placed  in  leading  publications  by  J.  Walter  Thompson  Co. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.        19 


To  Insure  a  Trial 


IF5lPR  2I  years  we 
I  9  *ne  '1'^'lest  grade  of  sew- 
ILIMI  ing  silk  on  ounce  spools 
for  manufacturers,  the  hardest 
buyers  to  satisfy.  Several  meth- 
ods of  improving  the  silk  have 
been  developed  in  our  factory. 
Some  years  ago  we  offered  this 
perfected  sewing  silk  on  small 
spools  for  household  use.  We 
also  added  a  system  of  shade 
numbers  on  all  loo-yard  and  10- 
yard  spools  that  enables  you  to 
match  colors  perfectly  at  a  dis- 
tance from  the  store.  Several 
years'  sales  have  proved  that 
those  who  have  tried  Rice's 
Sewing  Silk  appreciate  its 
merit  and  prefer  to  b  u  y  it. 
Thereforejgwe  ask  you  to  try  it. 


of  its  merits  where 
dealers  are  not  sup- 
plied, we  will  send  a 


SOLID  STERLING 

SILVER 

THIMBLE 

to  anyone  sending 
300.  for  3  full  length, 
ioo -yard  spools  of 
Rice's  Sewing  Silk 
before  Dec.  ist,  1899. 

A.  H.  RICK  A  CO. 
SilkMilKBoxB,Pittsfield,MaKs 


Placed  in  leading  publications  by  J.  Walter  Thompson  Co. 


20       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


»r,Y.rY.Y,Y.YY,Y«rY,YYYYYY,Y^^^ 


"The  Curve  that  Fits" 


Durability, 
Elegance, 
Supreme  Excellence. 

You  can't  outwear  it.  Its  natural  curve 
naturally  rounds  it  to  the  rounded  skirt.  Its 
surpassing  beauty  dresses  the  dress. 

Most  probably  your  dressmaker  binds  with 
nothing  else,  but  just  ask  her  to  make  sure ; 
and  when  you  buy  a  ready-made  skirt  see  | 
that  it's  bound  with  S'  H'  &  M-  Bias  Brush 
Edge.  The  observation  will  pay  you. 

Be  sure  that  "S*  H'  &  M'"  is  stamped  on  back.     All  shades.     If  your  dealer  hasn't  it,  drop  a 
postal  for  samples  to  S'  H'  &  M'  Co.,  Box  6,  Station  A,  New  York. 

^^ 


Placed  in  leading  public ationslby  J.  Walter  Thompson  Co, 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.       21 


A  Malt  Extract  without  an  Imperfection 

Placed  in  leading  publications  by  J.  Walter  Thompson  Co. 


22      ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  Two  Leading  Perfumes  of  the  Season. 

These  perfumes  are  quintessences.  They  are  five  times  as  delicate  and  pungent  as  most  pert  nines 
known  heretofore. 

"  One  single  drop  yields  the  fragrance  of  a  bouquet  of  flowers." 

No  present  could  be  more  appropriate,  or  would  be  appreciated  more,  than  these  exquisite  new 
Extracts.!  The  daintiness  and  beauty  of  the  packages  containing  these  perfumes  have  excited  universal 
admiration  in  Parisian  society. 

Sold  by  best  dealers,  or  full  size  bottle  sent  express  paid  on  receipt  of  gl.50.    Address, 

ED.  PINAUD'S  Importation  Office,  46  East  14th  Street.fcN.  Y. 


Placed  in  leading  publications  by  J.  Walter  Thompson  Co. 


J    WALTER  THOMPSON  CO. 


ADVERTISING.       23 


Essentially  an 

Ideal  Hair  Tonic  for  Ladies,  as  it 

contains.no  oily  nor  fatty  substances  It  preserves  the 
hair  and  keeps  the  scalp  absolutely  free  from  dandruff. 
It  is  the  only  article  of  its  kind  that  really  accomplishes 
all  that  is  claimed  for  it.  and  the  trademark.  No. 
471 1.  is  a  guarantee  of  its  reliability.  It  is  prescribed 
by  a  large  majority  of  the  specialists,  and  the  count- 
less numbers  of  unsolicited  testimonials  from  persons 
who  have  been  benefited,  are  a  convincing  argument 
in  its  favor. 

Invented  by  Dr   P.  J.  Eichhoff.  the  celebrated 
Professor  of  Dermatology.  Elberfeld.  Germany. 

MANUFACTURED  SOLELY  BY  FERD.  MULHENS.  COLOGNE  o/R 

Send  for  instructive  pamphlet  on  treatment  of  the  hair. 

SOLE  U.  S.  AGENTS 

MULHENS  &  KROPFF,  35  and  37  White  Street.  New  York 


Placed  in  leading  publications  by  T.  Walter   Thompson  Co. 


» 


24       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


±gf> 


4p 


if 


UliaOQ^NORTH  WESTERN  R\1LWAY 

C.STP.M.&O.RY 
F.E.&M.V.R.R. 

AND 

SC&P.RR 


THE   PIONEER  LINE   WEST  AND   NORTHWEST  OF  CHICAGO. 
THE     BEST    OR     EVERVTHIIMQ. 


CALIFORNIA  IN  THREE 

THE  OVERLAND  LIMITED 


DAYS 


daily,  reaches  OMAHA  8.25  next  morning,  CHEYENNE  at  10.30  p.  m.,  SALT  LAKE 
CITY  the  second  day  at  3.10  p.  m.,  SAN  FRANCISCO  the  third  day  at  8.45  p.  m.,  and 
LOS  ANGELES  at  1.20  p.  m.  following  day. 

This  train  has  New  Double  Drawing-Room  Sleeping  Cars,  Tourist  Sleepers,  Din- 
ing Cars  (all  meals  are  served  a  la  carte),  Buffet-  Smoking  and  Library  Cars,  Free 
Reclining  Chair  Cars  and  Coaches.  Is  Vestipuled,  and  lighted  by  gas. 

The  PACIFIC  EXPRESS  leaves  Chicago  dally  at  10.30  p.  m.,  reaches  Omaha  at 
4.20  p.  m.,  Salt  Lake  3.10  a.  m.,  San  Francisco  9-45  the  fourth  morning,  and  Los 
Angeles  7.30  following  morning. 

Illustrated  Booklet  "THE  HAWAIIAN  ISLANDS"  for  4c  in  stamps. 

ALL    AGENTS    SELL   TICKETS    VIA 

CHICAGO  &  NORTH-WESTERN  RAILWAY. 


NEW  YORK    461  Broadway. 
287  Broadway. 


F»¥?IIMCIf=»AU,    AGENCIES 

BOSTON,  368  Washington  Street. 

5  State  Street. 


CHICAGO,  au  Clark  Street. 
106  Clark  Street. 


Placed  in  leading  publications  by  J.  Walter  Thompson  Co, 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.       25 


Elastic  Ribbed  Union  Suits 

are  complete  undergarments, 
covering  the  entire  tx>dy. 
Perfectly  elastic,  fitting  like  a  glove. 

NO  BUTTONS  DOWN  THE  FRONT. 

Made  especially  for  Women  and  Misses.  Con- 
venient to  put  on,  being  entered  at  top  and  drawn 
on  like  trousers.  With  no  other  kind  of  under- 
wear can  ladies  obtain  such  perfect  fit  for  dresses, 
or  wear  comtortably  so  small  a  corset. 

Send  for  Illustrated  Booklet  R, 

Oncita  Knitting  Mills. 

OFFICE:     No.  i  Greene  St.,  New  York. 


PROPER^  1 


use- 


"WORN  INSIDE  THE  SHOES 

Easy  Walking,  Increased  Height,  Arched  Instep, 
Better  Fitting  Shoes,  Ease  and  Comfort. 

Made  in  all  sizes  of  leather,  cork  and  felt.  Are  scientific 
and  healthful,  and  recommended  by  physicians.  %  in.  25c.; 
%  in.  3$c.;  i  in.  $oc.  per  pair.  Ladies'  or  men's. 

FREE  TRIAL.— Send  name,  size  of  shoe,  height  de- 
sired, and  2C  stamp  for  pair  on  10  days'  trial. 
Gilbert  Mfg.  Co.,  33  Kim  St.,  Rochester,  IV. Y. 


26       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Burlington 


'  I  XHE  map  shows  that  the  Burlington 

Route  offers  three    good  ways   of 

going.  Via  Denver,  Billings  or  St.  Paul. 


BEST   LINE    CHICAGO    OR    ST.   LOUIS  TO 

Puget  Sound 


Wide  -  vestibuled  trains 
are  operated  on  this  line 
between  Chicago  or  St. 
Louis  and  Kansas  City, 
Omaha,  Denver,  St.  Paul 
and  Minneapolis,  equip- 
ped with  modern,  roomy 
comfortable  Pullman  and 
Reclining  Chair  Cars. 
The  European  plan  Din- 
ing Car  service  employed 
is  a  special  feature  of  ex- 
cellence Delicate  china, 
roses,  spotless  linen,  per- 
fect ventilation,  strictly 
first-class  cooking. 

"Colorado  Outings" 
"  California  " 

Are  the  titles  of  descriptive 
booklets  which  can  be  had  without 
charge  upon  application  to  P.  S. 
EUSTIS,  Gen  T  Passenger  Agent, 
C.  B.  &  Q.  R.R.,  CHICAGO. 


If  you  are  suffering  from  any  SKIN  DISEASE  or  IMPURE  BLOOD 

SULPHUME 

will  cure  you,  quickly.  Price  $1.00  per  bottle 
express  prepaid. 

SULPHUME  is  dissolved  sulphur,  and 
will  cure  all  skin  diseases.  It  gives  the  bene- 
fits, at  your  home,  of  Sulphur  Springs.  For 
Rheumatism  and  Weak  Kidneys  it  is  par 
excellence. 

SU  LPH  U  M  E  SO  AP  is  the  only  soap 
in  the  world  made  with  liquefied  sulphur. 
That  is  why  it  is  the  only  genuine  Sulphur 
Soap.  It  has  no  equal  for  the  toilet  and  the 
bath.  Price  per  box  (3  cakes)  75  cents,  express 
prepaid. 
A  trial  cake  mailed  upon  receipt  of  25  cts. 

SKIN  BOOK  FREE 

Drop  a  postal  card  and  we'll  mail  you  our  Sulphume 
Book -in  it  you  will  find  solid  facts  about  the  care  of 
your  skin  and  blood. 

Your  druggist  can  procure  Sulphume  prepa- 
rations from  his  jobber,  without  extra  charge 
to  you. 
Sulphume  Company,  145  Marine  Bldg.,  Chicago 


tin  l.tttlf   rid,  .*/">'•"•'  i/ou  had 
<n  dud  Sutphtime 


Placed  in  leading  publications  by  T.  Walter  Thompson  Co. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.       27 


SCIENTIFIC 
TREATMENT 
OF 


WITHOUT  THE  USE  OF  THE  KNIFE 
The  Largest  and  Best  Equipped 
Private  Institution  in  the  World 

For  the  exclusive  treatment  of  cancer,  tumors  and  all  other  forms  of 
malignant  and  benign  new  growths,  except  cancer  and  tumors  within  the 
abdominal  cavity.  The  Berkshire  Hills  Sanatorium  is  conducted  by  a 
graduate  of  the  regular  school  of  medicine.  Remedies  are  not  withheld 
as  secret  from  physicians  of  standing.  Ask  your  family  physician  to  make 
a  personal  investigation.  He  will  be  given  every  opportunity  to  gain  a 
knowledge  of  our  method  and  its  success.  When  writing  for  information 
please  describe  the  case  as  clearly  as  possible  and  state  its  situation. 

Address         DRS.  W.  E.  BROWN  &  SON,  North  Adams,  Mass. 


Placed  in  leading  publications  by  J.  "Walter  Thompson  Co. 


28       ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


Every  piece  of  NIAGARA  HAM  and  BACON  is  inspected  by  an 
officer  of  the  United  States  Government. 

Faultless  Food 


Makes  Perfect 
Health. 


CORN-FED  PORKERS 

make  sweet,  health- 
ful food.  The  Jacob 
Dold  Packing  Co. 

use  exclusively 
Corn  -  Fed  Porkers. 


DOLD'S 

FAMOUS 

Niagara  Hams  and 
Niagara  Bacon 

are  Specially  Cured  and  Carefully  Prepared. 

^T^hy.  FAULTLESS. 

A  Slice  of  Niagara  Ham  or  rasher  of  crisp 
Niagara  Bacon  is  the  most  appetizing 
dish  extant.  They  are  tender,  sweet,  and 
a  most  nutritious  food. 


Branded  in  the  Skin 


We  know  how  to  make  them  good. 
And  we  make  them  as  good  as  we  know  how. 

Ask  your  dealer  to  get  them  for  you.  If  he  objects 
— you  insist.  We  \vould  like  to  send  you  a  handsome 
little  booklet  giving  information  about  how  Dold's 
meats  are  handled  to  secure  the  uniformly  high  quality 
found  in  Niagara  Hams  and  Bacon.  A  postal  will 
bring  it  to  you  free. 

THE  JACOB  DOLD  PACKING  CO.,  Buffalo,  N.  Y. 


Placed  in  leading  publications  by  }.  Walter  Thompson  Co. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      29- 


Used  by  the  ROYAL-  and 


An  Indispensable  Toilet  Accessory 
for  ail  persons  of  refined  taste. 


U.S.  Agents.-  AU/LHENS  &   KROPFF 
55-37    WHITE   STREET.    NEW  YORK 


Famed  for  its  purity,  beauty  and 
transparency.  Delicately  perfumed 
and  used  by  all  persons  of  refine- 
ment. Little  wonder,  indeed,  that 
no  toilet  soap  of  modern  times  has 
approached  its  well-merited  fame 
and  favor. 

Used  for  years  in  the  Court  of 
H.  I.  M.  the  Emperor  of  Russia. 

Manufactured  by 

FERD.  MULHEWS,  Cologne  «/R,  Germany 
Send  15c.  in  stamps  for  a  sample  cake. 

Sole  U.  S.  Agents  : 

MttLHEHS  &  KROPFF, 

35  &  37  White  Street,  Hew  York. 


Placed  in  leading  publications  by   J.  Walter  Thompson  Co. 


30       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


EACH  OF  THE  ABOVE  is  ONE  OF  A  SERIES  OF  ADVERTISE- 
MENTS DESIGNED  BY  THE  YOUTH'S  COMPANION 
AND  PUBLISHED  IN  THE  PAPER. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      31 


CLINTON  SAFETY 


your  watch.  One  measures  distance,  the 
other  time — both  are  essential  factors  of  ev- 
ery business  or  pleasure  trip.  To  every 
cyclist  the  Yeeiler  Cyclometer  is  a  necessity. 

Its  merit  has  elim- 
inated competition 
— 90^    of    modern 
cyclometers      are 
VeederCyclometers 
Price,  $1.  10,000  miles 
and     repeat.      Dust- 
proof.         water- 
proof,    positive 
action.  On  the''Trip' 
lometer.  price  $a,the 
small  indicator  can  beset 
•>ack  to  zero  separately  like 
a    Hteni-settlnjr    watch, 
after  each  trip.    Parts  cannot 
become  disarranged.      Can- 
not   register    falsely    unless 
actually    broken.        No 
springs.    No  delicate  parts. 

Made  for  24,  26,  28, 
Booklet  free.  and    30-inch  Wheels! 

VEEDER    MFG.    CO..    HARTFORO.  CONN. 


Cyc 


Actua 
Size 


THAT  SOUR 
SPOT       ,' 

IN  DIGESTIVE 
ORGANS 


TOUCHED 
By 

-JOHNSON'S 
DIGESTIVE  TABLETS 


Placed  in  leading  publications  by  T.  Walter  Thompson  Co. 


32       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


CLASP 

of  the 


The  STOCKING  is 

perfectly  protected  by  the 

HOUND-EDGE  LOOP 
and  the  CUSHION 
surrounding  the 

ENTIRE  BUTTON 

in  the 

CUSHION 
BUTTON 

HOSE 
SUPPORTER 

'NEVER  SLIPS  OR  TEARS. 

No  Stitching  in  the  Elastic. 

OF  ALL  DEALERS. 


Catalogue 
Free. 


George  Frost  Co.,  Makers,  551  TrcmontSt,  Boston. 


See  that  your  dress- 
maker  uses  them  in 
.V°ur  new  waists.  No 
other    dress    shields 
will  give  the  satisfac- 
tion, as  none  have  the  superior 
merits  of  Canfield  Dress  Shields. 


RELIABLY  WATERPROOF. 

1SOFT  AS  KID.     EASILY  WASHED 

and  guaranteed  to 
protect  the  waist 
from  damage  by 
perspiration. 

Insist  on  having 
the  Canfield  Dress 
Shield. 

For  Sale  Everywhere  . 
Canfield  Rubber  Co.,  73  Warren  St..  N.Y. 


SUGGESTIONS. 


The  man  who  forgets  to  advertise  is  soon  forgotten. 
Advertising  awakens  demand  and  encourages  supply. 
Advertise  wisely  and  forcibly  or  do  not  advertise  at  all. 
Strong  advertisements  are  good  medicine  for  sickly  business. 
An  article  well  advertised  is  known  to  the  public  as  a  personal  friend. 
The  foundation  of  most  fortunes  may  be  directly  traced  to  advertising. 
Little,  wide-awake  advertisements  often  prove  to  be  giants  in  disguise. 
Wide-awake  advertisements  and  profitable  trade  generally  go  hand  in  hand. 
New  advertisements  with  germs  of  life  in  them  will  remind  old  customers  that  you 
are  still  alive. 

The  J.  Walter  Thompson  agency  recommends  to  its   clients   such    publications 

as  it  believes  wil-1  pay  them. 

("joocl,   plain,   everyday  common  sense  is  the    real    motive  which  underlies   tin- 
advertisement-writing  of  the  day. 

The  J.  Walter  Thompson  advertising  agency  of  today  is  a  creator.     \Ye  make 
new  business  for  shrewd  business  men. 


THE  THOMPSON  RED  BOOK 

Omissions  and  Errors  Will  Unintentionally  Creep  into  the  Most  Carefully  Edited 
Book.  The  Following  Addenda,  Variations  and  Changes  are  Sent  Out  as  Coming  in 
Since  its  Going  to  Press.  Paste  in  Back  of  Book,  or  Alter  on  Pages  Specified. 

OMISSIONS. 

Abend  Presse,  Ger.,  Chicago;  evening  edition  of  Freie  Presse;  should  be  in  list  on 

page  in. 

American  Hebrew,  New  York,  W.,  8,000  circulation,  should  be  in  list  on  page  223. 
American  Messenger,  New  York,  M.,  40,000  circulation,  should  be  in  list  on  page  223. 
Daheim,  Ger.,  Chicago;  Sunday  Freie  Presse,  40,000;  should  be  in  list  on  page  in. 
Journal  of  Finance,  New  York,  D.,  6,000  circulation,  should  be  on  page  61  in  list  of 

New  York  Dailies. 

National  Rural  and  Family  Magazine,  Chicago;  45,000  weekly,  add  on  page  251. 
Newark,  N.  J.,  Sunday  Call,  should  be  on  page  69;  circulation  claimed,  21,000;  ice. 
Observer,  Troy,  N.  Y.,  Sunday,  18,000  circulation,  should  be  in  list  on  page  67. 
Rundschau,  Chicago,  W.,  Ger.-Ind.,  27,000;  should  be  in  list  on  page  113. 
Staats-Zeitung,  Chicago,  D.  23,000,  and  W.  38,000;  should  be  in  list  on  page  113. 
Union  Signal,  Chicago,  72,000  circulation;  should  be  in  Religious  list,  page  231. 
Worcester,  Mass.,  Opinion  Publique,  D.,  7,200  circulation,  should  be  in  list  on  page  74. 

CHANGES  AND  VARIATIONS. 

Ainslee's  Magazine,  New  York,  page  193;  circulation  is  now  sworn  to  as  125,000. 

Argosy,  New  York,  page  193,  publisher's  statement,  77,412  net  circulation. 

Birmingham,  Ala.,  Ledger,  D.,  page  157,  circulation  guaranteed,  6,900. 

Buffalo,  N.  Y.,  Express,  D.  and  Su.,  page  55;  line  rates  should  be,  D.,  i2^c.,  and 
Su.,  2oc.,  instead  of  2oc.  and  25c. 

Burlington,  Iowa,  Gazette,  page  133,  should  be  rated  as  a  Democratic  and  not  Repub- 
lican paper. 

Catholic  World  Magazine,  New  York,  page  223;  circulation  claimed,  60,000. 

Charlotte,  N.  C.,  Observer,  page  151;  line  rate,  7#c. 

Chicago,  111.,  School  Review,  M.,  page  273,  circulation  is  guaranteed  4,500  per  month. 

Christbche  Apologete,  Cincinnati,  Ohio,  page  229,  claim  21,000  circulation. 

Cosmopolitan  Magazine,  Irvington,  N.  Y.,  page  195;  publisher's  statement,  350,000 
circulation. 

Covington,  Ky.,  Commonwealth,  D.,  page  161;  merged  into  weekly. 

Donahoe's  Magazine,  Boston,  page  221;  circulation  claimed,  38,000. 

Farm  and  Fireside,  Springfield,  Ohio,  S.  M.,  pages  217  and  249;  circulation  should  be 
310,000  guaranteed. 

Green  Bay,  Mich.,  Advocate,  page  125,  D.  discontinued. 

International  Journal  of  Surgery,  New  York,  M.,  page  289,  should  read  28,000 
circulation,  instead  of  2,800. 

Leader  and  News-Herald, Cleveland, O.,M.  and  E. ;  rate  should  be  2oc.  for  both;  page  91. 

Marion,  Ohio,  Transcript,  page  97;  D.  discontinued. 

McCalPs  Magazine,  New  York,  page  195;  circulation  guaranteed,  200,000. 

Munsey's  Magazine,  New  York,  page  197,  publisher's  statement,  605,583  net  circulation. 

New  Orleans  La.,  States,  page  165,  guarantee  a  daily  circulation  of  over  18,000,  and 
Sunday  of  over  20,000. 

Northwestern  Christian  Advocate,  Chicago,  W.,  page  231,  claim  26,000  circulation. 

Peoria,  111.,  Times  and  Transcript,  page  117;  have  been  consolidated  with  the 
Herald,  now  known  as  Herald-Transcript. 

Philadelphia  Baptist  Commonwealth,  W.,  claims  12,000  circulation,  should  be  in  list 
on  page  225.  It  combined  The  Commonwealth,  The  Evangel  and  The 
Atlantic  Baptist. 

Philadelphia  Record,  D.,  page  79;  circulation  reads  105,000;  should  be  195,000,  the 
tail  of  figure  9  being  broken. 

Puritan,  New  York,  page  197;  publisher's  statement,  147,148  net  circulation. 

Quaker,  New  York,  page  197;  publisher's  statement,  44,929  net  circulation. 

Reading,  Pa.,  Eagle,  W.,  page  81,  should  have  been 4, 300  circulation,  instead  of  3,300. 

Rochester,  N.  Y.,  Evening  Times,  page  65;  publishers  claim  13,000  daily  circulation. 

St.  Paul,  Minn.,  Farmer,  pa^ie  253;  circulation  is  guaranteed  to  exceed  45,000;  S.  M. 

Sunday  School  Journal,  Cincinnati,  Ohio,  M.,  page  229;  claim  109,000  circulation. 

Toronto,  Ont.,  Globe,  D.,  page  189,  guarantee  35,664  average  circulation. 

Woman's  Home  Companion,  .Springfield,  Ohio,  M.,  pages  203,  205  and  217;  circula- 
tion should  be  325,000,  guaranteed  by  publishers. 

Young  Catholic,  New  York,  page  223,  should  be  B.  M.;  claim  40,000  circulation. 


The    LEADING 


DAILIES    AND  WEEKLIES 


Moulders    of    Public    Thought 

PUBLISHED  IN 

THOSE    CITIES   OF   UNITED    STATES   AND   CANADA    HAVING   A 
POPULATION  OF  5,000  AND  OVER. 

ARRANGED    BY   GEOGRAPHICAL  SECTIONS. 


In  most  families  of  this  broad  land,  political  inspiration  is  derived  from  the 
local  dailies  and  weeklies,  in  addition  to  local  news.  They  have  therefore  a  strength 
peculiarly  their  own,  and  are  the  means  to  stimulate  local  demand  for  goods  sold 
through  dealers. 

An  advertiser  using  this  list  would  cover  the  entire  country  in  a  judicious  and 
systematic  manner.  It  is  easy  to  waste  money  advertising  in  dailies  or  weeklies 
because  of  the  supposed  necessity  for  frequent  repetition.  Large  advertisements 
for  impressions  and  smaller  ones  for  reminders  are  unusually  effective.  Our 
experience  in  this  line  has  taught  us  some  economies  not  generally  understood, 
which,  when  tested,  are  appreciated  by  careful  advertisers.  The  populations  are 
from  latest  reports. 

All  principal  papers  in  foreign  languages  are  included  in  each  city  where 
published.  Papers  included  in  brackets  are  all  published  in  one  office. 

A  few  places  of  less  than  5,000  population  have  been  included  where  they  are 
important  centers,  with  large  outlying  territory.  Some  of  over  5,000  have  been 
omitted,  as  being  contiguous  to  large  cities,  and  not  having  publications  of  value. 

WENDELL  PHILLIPS  paid  this  tribute  to  newspapers  :  "  Not  one  man  in  ten 
reads  books.  The  newspaper  is  parent,  school,  college,  pulpit,  theatre,  example, 
counsellor,  all  in  one.  Every  drop  of  our  blood  is  colored  by  it.  Let  me  make  the 
newspapers,  and  I  care  not  who  makes  the  religion  or  the  laws." 

These  papers  are  the  bone  and  sinew  of  the  press,  and  represent  at  one  glance 
a  striking  example  of  newspaper  enterprise  and  newspaper  appreciation.  The  papers 
in  this  list  are  as  familiar  as  household  words  to  the  American  reading  public.  They 
are  all  read  carefully,  and  an  advertisement  placed  in  one,  a  part,  or  the  whole  of 
them,  is  as  sure  to  be  felt  by  the  advertiser  as  the  sun  is  sure  to  produce  light. 


34       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Geographical  Order 
of  States 

For  the  convenience  of  advertisers,  in  classi- 
fying these  dailies  and  weeklies  geographically, 
we  have  arranged  them,  by  sections,  in  the  order 
in  which  the  states  are  usually  listed,  this  being 
preferable  to  alphabetical  order. 


NEW  ENGLAND 

WESTERN  STATES 

ROCKY  MOUNTAIN 

Page 

Page 

STATES 

Maine                       35 

Minnesota              131 

Page 

New  Hampshire     37 
Vermont                  39 

Iowa                         133 
Missouri                 139 
Kansas                    143 

flontana                 171 
Wyoming               171 
Colorado                  171 

Massachusetts        39 

Nebraska                145 

Idaho                       173 

Rhode  Island           47 

North  Dakota        147 

Utah                         173 

Connecticut             47 

South  Dakota        147 

SOUTHERN  STATES 

PACIFIC  COAST 

MIDDLE  STATES 

Virginia                  149 

STATES 

New  York                53 

West  Virginia       151 

California               175 

New  Jersey              67 
Pennsylvania         71 

North  Carolina      151 
South  Carolina      153 
Florida                    157 

Nevada                    179 
Oregon                     179 
Washington          181 

Delaware                 85 

Alabama                 157 

flaryland                 87 
District  of 
Columbia         87 

Mississippi             159 
Tennessee              159 
Kentucky               161 

DOniNION  OF 
CANADA 

SOUTH-WESTERN 

Newfoundland      183 
New  Brunswick   183 

CENTRAL  STATES 

STATES 

Nova  Scotia           183 

Ohio                          89 

Louisiana               165 

Prince  Edward 

Indiana                   101 

Arkansas               165 

Island          183 

Oklahoma               167 

Quebec                    183 

Illinois                    109 

Texas                       167 

Ontario                   185 

Michigan                119 

New  Mexico           169 

flanitoba                189 

Wisconsin              125 

Arizona                  169 

BritishColumbia  189 

J.  WALTER  THOMPSON  CO. 


ADVERTISING.      35 


Leading  Dailies  and  Weeklies — Continued. 


The  circulations  quoted  are  estimated  from  the  most  conservative  sources  and 
are  believed  to  be  practically  correct. 

The  single  time  line  rates  are  given  simply  to  enable  our  customers  to  form  an 
idea  of  the  relative  cost.  In  most  cases,  however,  for  extensive  work  these  would 
be  misleading,  as  the  papers  give  discounts  for  time  or  space,  or  both.  The  safest 
way  is  to  send  to  us  for  a  detailed  estimate. 


State  capitals  are  in  FULL  FACE  CAPITALS,  c.h.  signifies  county  seat  or 
courthouse.  Figures  following  indicate  population. 

ABBREVIATIONS.— Rep.,  Republican.  Dem.,  Democratic.  Ind.,  Independent. 
Morn.,  Morning.  Eve.,  Evening.  Su.,  Sunday.  Mo.,  Monday.  Tu.,  Tuesday.  We., 
Wednesday.  Th.,  Thursday.  Fr.,  Friday.  Sa.,  Saturday.  D.,  Daily.  W.,  Weekly. 
SW.,  Semi-Weekly.  TW.,  Tri-Weekly. 


NEW  ENGLAND. 


Esti-      Pubs. 

M  A  I  M  F  mated    one  t. 

MAI  INC..  Circ       rate 

AUGUSTA,  c.h.,  10,527 — Kennebec  Co. 
Journal          Rep— Morn  ex  Su— D^|  3,600  .03*4 
Kennebec  Journal     Rep— We— WJ  3,800  .05^ 
Bangor,  c.h.,  19,103 — Penobscot  Co. 
Commercial  Ind— Eve— D  ~]    6,000  .03^ 

Commercial  Agri— Fr— WJ  28,500  .10^ 

News  Rep— Morn  ex  Su—D]  5,000  .03^ 

News  Rep— Th—WJ  2,700  .10^ 

Whig  and  Courier,  1 

Rep— Morn  ex  Su— D     2,200  .05^ 
Courier  Rep— Fr— WJ  2,700  .05^ 

Bath  c.h.,  8,723— Sagadahoc  Co. 
Times  Rep— Eve— Dl  1,650  .03^ 

Independent  Ind— Sa—  WJ  1,550  .03^ 

Enterprise  We  and  Sa— SW  .1,950  .05^ 

Belfast,  c.h.,  5,235— Waldo  Co. 
Age  Dem— Th— W    2,500 

Republican  Journal  Rep— Th— W    2,850 
Biddeford,  14,443— York  Co. 
Journal  Rep— Eve— D  1  2,100  .03^ 

Journal  Rep— Fr  — WJ  2,250  .03^ 

Gardiner,  5,941— Kennebec  Co. 
Reporter-Journal        Ind— Eve— D]     800  .03^ 
Reporter-Journal         Ind— Fr— WJ  1,500  .03^ 
I<ewiston,  21,701— Androscoggin  Co. 
Evening  Journal      Rep— Eve— D]    6,450  .05^ 
Journal  Rep— Th— WJ  18,000  .12^ 

Sun  Dem— Morn  ex  Su— D    3,600  .07^ 


Memorandum . 


36       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  WISE  OWL, 


The  Emblem  of  Wisdom  with  the  Lamp  of  Science. 


This  has  been  the  trademark  of  the  Thompson 
agency  since  its  establishment  in  1864.  It  is  sym- 
bolical of  the  widespread  and  thorough  work  done 
by  the  agency  in  the  advertising  field. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      37 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 

NEW  ENGLAND-riaine.  ™1rcd 

Portland,  c.h.,  36,425 — Cumberland  Co. 
Advertiser  Rep — Eve — D~]  2,500 

Advertiser  Rep — Sa — W  J     900 

Argus  Dem — Morn  ex  Su — D^|  5,800 

Eastern  Argus  Dem — Th — WJ  2,000 

Evening  Courier  Eve — 0^)3,500 

Evening  Express       Rep — Eve — D  j  6,000 
Express  Rep— Th— WJ  2,000 

Press  Rep — Morn  ex  Su— D]  5,200 

Maine  State  Press  Rep— Th— Wj 
Hockland,  c.h.,  8,174— Knox  Co. 
Star  Rep — Morn  ex  Su — D 

Courier-Gazette 

Rep— Tu  and  Sa— SW 

Waterville,  7,100 — Kennebec  Co. 
Evening  Mail  Rep — Eve — D"]  i, 

Mail  Rep— We-Wj  i, 


Pubs, 
one  t. 
rate. 


.07X 
.07X 


•07X 
•  03^ 

•OS/2 


2,400 


3,300 


5,250 


200 
250 


NEW  HAMPSHIRE. 


•  03 

•03/2 
.05 


CONCORD,  ch.,  17,004 — Merrimack  Co. 
Evening  Monitor  Rep — Eve — 0^2,900 
Statesman  Rep— Th— Wj  7,000 

People  and  Patriot  Dem — Eve — D 1  3,000 
People  and  Patriot  Dem— Th— W  J  7,000 

Dover,  c.h.,  12,790 — Strafford  Co. 
Foster's  Democrat   Rep — Eve — D")  2,800 
Foster's  Democrat    Rep — Fri — WJ  1,900 
Republican  Rep — Eve — D")  1,400 

Enquirer  Rep — Fr — Wj  1,750 

Uxeter,  c.h.,  4,284 — Rockingham  Co. 
Evening  Gazette       Rep — Eve — 0^1,200 
Gazette  Rep— Fr— Wj  3,500 

News-Letter  Rep— Fr— W    2,500 

Keene,  c.h.,  7,446— Cheshire  Co. 
Evening  Sentinel      Rep— Eve — D"]  1,500 
N.  H.  Sentinel  Rep— We— Wj  4,500 

Republican  Dem — Fr— W    2,200 

I/aconia,  c.h.,  6,200 — Belknap  Co. 
Press  Eve — D1  1,000 

Democrat  Ind— Fr— Wj  3,600 

News  and  Critic        Rep— We— W    3,125  .< 
Manchester,  c.h.,  44, 1 26 — HillsboroCo. 

Mirror  and  American  "] 

Rep— Eve— D      8,000  . 
Mirror  and  American 

Agri— Th— WJ  34,000 
Union  1 

Dem — Morn  and  Eve  ex  Su—D  |  12,600 
Union  Agri — We — WJ  17,000 


.03^ 
.05^ 

•OS/2 


.OS/2 

.05 
.05 


.02 
.05 


.07X 

.02 
.05 


.25 
.10 


Memorandum. 


38       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


TWELFTH  TEAS-Wi  49 


gj  AMESBFRY  DAILY  NEWS 


Massachusetts 

P*  HAS  NO  LIVELIER 
1  THAN  AMESBURY  NOR 

..._«. MB  THAN 


^j^§SiM^^&^SWS//i/h 


Population  including  Suburbs,  26,000 

Published  from  same  office  The  Amesbury  and  Salisbury  Villager, 

and  The  Weekly  News,  a  society  paper.  The  three  cover  the  field. 

AMESBURY  PUBLISHING  CO.,  AMESBURY,  MASS. 


ALL  leading  local  merchants  appreciate  its  value  and  use  its 
columns  constantly  and  liberally.  —  Good  testimony. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      39 


Leading  Dailies  and  Weeklies — Continued. 


Esti-      Pubs. 
NEW  ENGLAND—  New  Hampshire.       °Q^    °afe!' 

Nashua,  c.h.,  19,311  —  Hillsboro  Co. 

Press  Rep  —  Eve  —  D    4,000  .05^ 

Telegraph  Rep—  Eve—  D  "I  3,250  .05^ 

Telegraph  Rep—  Sa—  WJ  1,850  .03^ 

Portsmouth,  c.h.,  9,827  —  Rockingham  Co. 
Chronicle      Rep  —  Morn  ex  Su  —  D"1  1,000  .05^ 
N.  H.  Gazette  Rep—  Th—  WJ  1,000  .05^ 

Herald  Ind  —  Eve  —  D    3,500  .05^ 

Evening  Times        Dem  —  Eve  —  D"]  3,900  . 
States  and  Union      Dem—  Th—WJ  3,000  . 

VERMONT. 

Bennington,  c.h.,  7,000—  Bennington  Co. 


.02 

.02 


.05 
.09 


Banner         Rep — Tu  and  Fr — SW    2,000 
Reformer  Dem — Fr — W    2,000 

Brattleboro,  6,000 — Windham  Co. 
Phcenix  Rep — Eve — D~]  1,000 

Vermont  Phcenix       Rep — Fr — WJ  4,500 
Reformer    Dem — TuandFr — SW    5,900  . 

Burlington,  c.h.,  14,590— Chittenden  Co. 
Free  Press  Rep — Morn  ex  Su — D~l  4,800  . 
Free  Press  Rep— Th— WJ  5,100  . 

News  Eve— D    5,841   .03)4 

MONTPI$I/I!$R,  c.h.,  5,000 — Washington  Co. 
Evening  Argus  Ind — Eve — D1  2,000  .02^ 

Argus  and  Patriot   Dem — We — W  j  4,900  .05^ 
Journal  Rep— Eve— D  ]      2,000  .02% 

Watchman  Rep— We— WJ      4,400  .10^ 

Rutland,  c.h.,  11,760 — Rutland  Co. 
Herald          Rep — Morn  ex  Su — D")  3,150 
Herald  Rep— Th— W  J  4, 100 

St.  Albans,  c.h.,  7,771— Franklin  Co. 
Messenger  Rep — Eve — Dl  1,300 

Messenger  Rep— Th— W  j  4,500 

St.  Johnsbury,  c.h.,  6,567— Caledonia  Co. 
Caledonian  Rep— We— W    2,000  .02 

Republican  Rep— We— W    2,700  .03 

MASSACHUSETTS. 

Amesbury,  9,800 — Essex  Co. 
Daily  News  Ind— Eve— D 

Villager  Ind- 

News  Society — Sat- 

Athol,  6,319 — Worcester  Co. 
Transcript  Rep— Tu— W 

Chronicle  Ind— Th— W 

Attleboro,  7,577 — Bristol  Co. 
Sun  Rep— Eve— D 


.07 
.15 

.03 


— Eve— Dl 
}_Th— W 
— Sat— Wj 


2,440  .07^4 
1,000  .07^4 
1,200  .07 

1,650  .02 
2,500  .03 

2,500  .05^ 


Memorandum. 


40       ADVERTISING. 


J.  WALTER.  THOMPSON  CO. 


THE     BOSTON    HERALD. 


The  Largest 

Cigar  Factory 

In  the  United  States 

Employing  Union  Labor.  Make  more 
cieart  than  any  other  two  factories  in  N  ew 
England.  Sales  trebled  between  '96  &  '98 


PERFECT  SALADS  S^~r 


TRUSTS  AS  AN  ISSUE  »«arar  |MUS  WON 


President  Havemcycr  Has 
Aroused  the  Country. 

His  Attack  on  the  Tariff  Startles 
Politicians  of  Both  Parties. 


Savatt  Fleet  Is 

Doe  m  BOM 

StooU  Arrive  6v  This 
<fl8rnoon  Anvwiy. 

WasUps  Left  Newport 


YOU  can 

OBTAIN 
RESULTS 


When  you 

ADVERTISE 

in  the 

IIIIMII 

BOSTON 
HERALD 


BY  UWTON. 

The  City  Surrenders 
Without  a  Shot. 

BEL  ARMY  SHATTERED. 

pinos  Take  to  the  Hills, 
Pursued.by  Americans. 


.-.-.. 


SERGE 

RMURE 

BLUE 

BLACK 
SUITS 


^i~B 

••-•  , 


NASBY'S  WAY, 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      41 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 


NEW  ENGLAND-Massachusetts. 

Beverly,  10,821 — Essex  Co. 
Evening  Times    Rep — Eve — D  ]      3,000 
Times  Rep— We— W  j      1,000 

BOSTON,  c.h.,  448,477— Suffolk  Co. 
Advertiser  Rep— Morn  ex  Su — D  ]    24, 900 
Evening  Record  Rep — Eve — D  j  115,000 
Advertiser  Rep— Fr— W  J      9.000 

Transcript  Ind  Rep — Eve — D  ]  23,342 
Transcript  Ind  Rep— Fr — WJ  4,500 
Globe  Dem-Morn  and  Eve-D  ]  200,000 
Sunday  Globe  Su  J  250,000 

Herald  Ind-Morn  and  Eve-D  1  150,000 
Sunday  Herald  Su  j  140,000 

Journal  1 

Rep — Morn  and  Eve — D 


78,000 
75,ooo 
11,000 


Journal  Su 

Journal  Rep — Fr — W 

Post  Dem— Morn— D  1  130,000 

Post  Dem— Su— W  j    90,000 

Traveler  Rep— Eve— D  1    70,000 

Traveler  Rep— Fr— W  J      5, ooo 

Brockton,  27,294— Plymouth  Co. 
Enterprise  Ind — Eve — D         7,000 

Times  Ind— Eve— D       13,500 

Cambridge,  c.h.,  70,028 — Middlesex  Co. 


Pubs, 
one  t. 
rate. 


.02 
.02 


.07^ 

.12^ 
.IO 
.20 
.20 

•25 

.20 

.15 
-15 


.03^ 

•  07X 


Chronicle  Rep — Sa — W  4,000 

Tribune  Ind— Sa— W  3,800 

Fall  River,  80,000— Bristol  Co. 

Evening  News      Rep — Eve — D  5,5oo 

Globe  Dem— Eve— D  6,600 

Herald  Dem— Eve— D  5,250 

Fitchburg,  c.h.,  25,000 — Worcester  Co. 

Sentinel  Rep— Eve— D  ]  4,100 

Sentinel  Rep— Fr— W  j  i,95o  .03^ 

Gloucester,  28,000— Essex  Co. 

Breeze  Rep — Eve — D  2,850  .03^ 

Times  Ind— Eve— D  ]  5,200  .03^ 

Advertiser  Ind— Fr— W  J  3,100  .03^ 

Greenfield,  c.h.,  6,250— Franklin  Co. 

Gazette  and  Courier 

Rep— Sa— W  5,820  .07^ 
Haverhill,  27,412— Essex  Co. 

Evening  Gazette 

Rep— Eve— D  8.800   .05^ 

Holyoke,  40,000 — Hampden  Co. 

Globe  Ind— Eve— D  4,500 

Transcript  Rep— Eve— D^j  6,500 

Transcript  Rep— Sa— W  J  1,200 


.07 

.02 


Memorandum. 


42       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Boston  Morning  Jlournal 


H.w.s.&ca 

k  Number  ^ 


WANT  PEATO 


i]3o6ton  ^unliau  Jlournal 


THE 
ONLY 

SOLD  FOR  p 

.:•.-•.  IK.  sii||   I  g  P  ^photographic 

J^^a, 


10T  FRIENDS. 

cret.uies  Alger  and  Gage 
Arc  Openly  at  War. 

.  r  Said  to  Have 
Been    the    Aggressor. 

esident  Keeping  Peae*:  ,  but 
Will    Let  Afcer    Go. 


-(liO^O^ 

'SKSV 


*^>  V*  k. ...*..... ..'•••'••••t  ******* 


A  DVERTISERS  cannot  cover  the  New 
-^  ^  England  field  without  the  Boston  Journal 

/*  as  it  is  the  leading  Republican  newspaper  of  Boston 
and  New  England.  It  combines  home  circulation, 
political  prestige,  and  the  lowest  rates  to  advertisers  for 
service  rendered. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      43 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


.03^ 
.03^ 


•  oi  K 

•02X 

07X 


.08^ 
.02 


.03^ 


NEW  ENGLAND— nassachusetts. 

I/awrence,  c.h.,  52,000 — Essex  Co. 

American  Rep — Eve — D  ")  4,900  .03^ 

American  and  Advertiser 

Rep— Fr— W        1,600 

Sun  Rep — Morn — D  3,000 

Sun  Su  J  4,000 

Eagle     Dem — Morn  ex  Su — D]  3,000 

Tribune  Dem— Eve — DJ  6,450 

Telegram  Rep — Eve — D  5,000 

I/owell,  c.h.,  84,300 — Middlesex  Co. 

Citizen  Rep — Morn  ex  Su — D]  8,100 
Courier  Rep — Eve — D  |  3,800 
Journal  Rep — Fr — W  j  3,400 
Mail  Rep— Morn  ex  Su — D"|  5,600 
Mail  Rep — Eve — D  | 

Mail  Rep— Sa— WJ  2,100 

News  Dem — Eve — D  8,000 

Sun  Dem — Eve — D  12,700 

l^ynn,  55,727— Essex  Co. 

Evening1  Item  Rep — Eve — D  "]  12,600 
City  Item  Rep — Fr — WJ  1,350 

Milford,  8,780— Worcester  Co. 

Journal  Rep — Eve — D]  2,500 

Journal  Rep— We— WJ      1,000 

News  Ind— Eve— D        3,100 

New  Bedford,  c.h.,  55,200 — Bristol  Co. 

Standard  Rep— Eve— D  1  12,000 

Republican  Standard 

Rep— Th— WJ      3,7oo 

Mercury     Ind — Morn  ex  Su — D  3,600 

Newburyport,  c.h.,  14,947 — Essex  Co. 
Herald    Rep-Morn  and  Eve — D  ]      3,000 
Herald  Rep— Fr— W  J      1,500 

News  Ind — Eve — D        4,400 

Item  Dem — Sa — W        2,900 

Newton,  23,000 — Middlesex  Co. 
Journal  Rep — Fr — W        4,300 

North  Adams,  19,074 — Berkshire  Co. 
Evening  Herald  Eve — D        2,800 

Transcript  Rep — Eve — D]      3.520 

Transcript  Rep— Th— W  J      3,574 

Northampton,  c.h.,  16,900 — Hampshire 

Hampshire  Gazette  ") 

Rep— Eve— D  I      3,400 

Hampshire  Gazette 

Rep— Tu— WJ      2,600 

Herald  Rep— Eve— D        3,100 


.08^ 


•07X 

.02 

•07X 


.03^ 
.03 

Co. 


Memorandum. 


44       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Cbe  evening  Post 


tUorcestcr  Coating  floaty 


BLL 
SER 


Penny  Paper 


__  _- 

°NLY  DEMOCRATIC  PAPEf 

IN  THIS  SECTION 


M  —OF— 

Massachusetts. 


has  an  average  daily 
circulation  of  11,756 

No  other  evening  newspaper  in  central 
or  western  Massachusetts  has  a  circula- 
tion as  large  as  that  of  the  Post. 

It  is  the  only  penny  paper  in  Worces- 
ter and  the  only  democratic  daily  in 
central  Massachusetts.  Its  rates  are 
cheaper  in  proportion  to  circulation  than 
any  other  paper  in  this  section  of  the 
state.  It  reaches  the  homes  of  that 
great  army  of  consumers  that  every  ad- 
vertiser desires  to  reach. 

It  has  undergone  a  complete  transfor- 
mation since  January  1,  1899.  New 
machinery,  new  capital,  and  new  man- 
agement have  wrought  a  great  change  in 
the  Post  and  made  it  a  real,  live,  up-to- 
date  newspaper.  It  is  free  and  un- 
trammeled,  independent,  democratic 
newspaper.  No  man  can  make  it  dance 
to  his  music  by  pulling  a  string. 


IRepubiican 

SPRINGFIELD,  MASSACHUSETTS 


Leading 
Independent  Newspaper 


Established  in  1824  by  Samuel  Bowles 

DAILY  (Morning:),  $8; 
SUNDAY,  $2;  WEEKLY,  $1. 


Attractive  and  Interesting  to 

Readers  ; 
Valuable  to  Advertisers 


fbartef  an 


FRENCH    LITERATURE   AI^D  ART 
ILLUSTRATED 

THE  PARISIAN,  as  the  only  representa- 
tive in  English  of  the  French  Academicians 
and  the  leading  French  Reviews,  offers 
the  advertiser  an  opportunity  to  reach  the 
intellectual  and  wealthy  classes;  the 
people  who  have  the  intelligence  to  choose 
and  the  money  to  purchase. 

To  advertise  itself,  THE  PARISIAN'S 
method  has  been  :  First,  to  attract  atten- 
tion ;  second,  to  hold  it.  Its  illustrations 
and  style  have  done  the  first;  the  merit 
of  its  literature  has  done  the  second. 

Guaranteed  Circulation  for  the 
ensuing:  year  not  less  than 
50,000  copies  per  month. 

THE  PARISIAN  will  pay  the  advertiser  of 
First-class  Goods. 
Rates  furnished  on  application. 

Published  at 
CARNEGIE  HALL,  NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      45 


Leading  Dailies  and  Weeklies — Continued. 


Pubs. 


Esti- 
NEW  ENGLAND—  Hassachu  setts.          *£•£ 

North  Attleboro,  6,727—  Bristol  Co. 
Chronicle  Ind  —  Eve  —  D        2,200  .03 

Palmer,  6,520—  Hampden  Co. 
Journal  Rep  —  Fr  —  W        2,200 

Pittsfield,  c.h.,  22,000—  Berkshire  Co. 

Evening  Eagle  Rep  —  Eve  —  D!  4,100 
Rep—  We—  WJ  5,400 
Dem  —  Eve  —  D  2,750 

,  7,914  —  Plymouth  Co. 

1,450 


Eagle 
Journal 

Plymouth,  c.h 
Free  Press 


Ind—  Fr—  W         1,450   .03 
Old  Colony  Memorial 

Rep—  Sa—  W        1,650  .07^ 

Quincy,  21,000  —  Norfolk  Co. 

Ledger  Ind—  Eve—  D  ]      1,500.03^ 

Patriot  Ind—  Sa—  WJ      1,825 

Salem,  c.h.,  34,000  —  Essex  Co. 

Evening  News      Ind  —  Eve  —  D  16,500 
Gazette                  Rep  —  Eve  —  D        7,000 

South  Framingham,  10,000  —  Middlesex  Co. 

Evening  News      Ind  —  Eve  —  D 

Gazette  Ind—  Fr—  W        2,500  .03 

Springfield,  c.h.,  44,179  —  Hampden  Co. 


.05^ 


News  Dem — Eve — D 

Republican  Ind — Morn — D  1 

Republican  Su  | 

Republican  Ind— Fr— W  J 
Union    Rep — Morn  and  Eve — D  1 

Union  Su 

Union  Rep— Th— WJ 

Homestead  Society— Sa—W 


7,800 
14,100 
12,300 

3,7oo 
22,000 
11,200 

i,  600 

6,200 


.03^ 
.05 

.05 
.08.^ 

.10 

.05 
.05 
.05 


.07 
.05 

•07X 


Taunton,  c.h.,  27,448 — Bristol  Co. 
Herald  Ind— Eve— D        5,100 

Evening    News    Rep — Eve — D        3>45° 
Gazette  Rep— Eve— D!      4,300 

Bristol  Co.  Republican 

Rep— Fr— WJ      1,600 

Waltham,  20,600 — Middlesex  Co. 

Evening  News     Rep— Eve— D        3,300    .05^ 

Free  Press-Tribune  1 

Rep— Eve— D  I      3,450  .03^ 
Free  Press-Tribune 

Rep— Fr— WJ      1,200  .03^ 

Westfield,  10,650— Hampden  Co. 
Times  and  News-Letter 

Ind— We— W        2,000   .05 


Memorandum. 


46       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


EVENING  TELEGRAM. 


WEEKLY  JTELEGRHM 


Ullill! 


SUNDAY  TELEGRAM. 


flashlights-A  Boy  Killed  anTFour  Others  In- 
jured by  Explosion  of  Flash  Powder  on  North 
Wharf-A  Providence  Photographer  Arrested. 


An  introduction 
to  the 

cultured  homes 
of  Canada 
can  be  secured 
by  placing  your 
advertising 
in  the 


WILLIAM  BRIGGS 

Publisher 

31-33  RICHMOND  ST.  WEST 
TORONTO 


Methodist 
Magazine 
ana  Review 

The  oldest  and  best  known 
illustrated  literary  magazine 
published  in  Canada.  #  &  # 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      47 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


NEW  ENGLAND—  Massachusetts. 

Woburn,  13,500  —  Middlesex  Co. 

Journal  Rep  —  Fr  —  W  1,400  .02 

News  Rep  —  Sa  —  W  1,300  .02 

Worcester,  c.h.,  98,700  —  Worcester  Co. 

Evening  Gazette  Rep  —  Eve  —  D  7,ioo  .07^ 

Evening  Post  Ind  —  Eve  —  D  12,000  .01  yz 
Spy  Rep  —  Morn—  D  ]  8,500  .03^ 
Spy  Su  I  8,300  .04X 

Spy  Rep—  Fr—  WJ  3,000  .04^ 

Telegram  Rep  —  Morn  —  D  16,500  .05^ 

Sunday  Telegram  Su  17,000  .07^ 

RHODE   ISLAND. 

NEWPORT,  c.h.,  21,600—  Newport  Co. 
Herald       Ind  —  Morn  ex  Su  —  D        2,600  .10 
News  Ind  —  Eve  —  D        3,700  .10 

Mercury  Ind  —  Sa  —  W        3,000  .10 

Pawtucket,  32,500  —  Providence  Co. 
Times  Rep  —  Eve  —  D      15,500  .10 

Tribune  Dem  —  Eve  —  D        3,850  .03^ 

PROVIDENCE,    c.h.,    145,400—  Providence 

Co. 

Bulletin      .  Ind  —  Eve  —  D]    35,000  .10 

Journal  Ind  —  Morn  —  D  I    16,000  .10 

Sunday  Journal  Su  J    15,000  .10 

Telegram  Ind  —  Eve  —  D]    33,000  .10 

Sunday  Telegram  SuJ    34>o°o  .10 

News  Rep  —  Eve  —  D        9,000  .07^ 

Westerly,  7,800  —  Washington  Co. 
Sun  Rep  —  Eve  ex  Sa  —  D        4,000  .05^ 

Woonsocket,  24,830  —  Providence  Co. 
Evening  Call         Ind—  Eve—  D        6,000  .05 
Reporter  Ind  —  Eve  —  D"]      6,250  .05 

Patriot  Fr—  WJ      1,900  .08^ 

CONNECTICUT. 

Ansonia,  10,342  —  New  Haven  Co. 

Sentinel  Local—  Eve—  D  ]      3,800  .02 

Sentinel  Local—  We—  WJ      4,5oo  .02 

Bridgeport,  c.h.,  48,866—  Fairfield  Co. 


Farmer 
Farmer 
News 
Evening  Post 

Dem  —  Eve  —  D  ") 
Dem—  Fr—  WJ 
Rep—  Eve—  D 
Ind—  Eve—  D] 

4,000  .07^ 
4,200  .07X 
5,ooo  .07 
10,500  .07X 

[emorandum. 


Morning  Telegram 

Ind—  Morn  ex  Su—  D  J 


4,200  .05 


48       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  MER1DEN  MORNING  RECORD 

BEST  PAPER  £~J:=HS  AND   REPUBLICAN.  WEATHER  •S™5™= 


THIRTY-NINTH    YEAR. MERIDEN,  CONNECTICUT,  THURSDAY,  JCLY  6,  1899. 


TWO    CENTS 


Military 
Services  Held. 


srsJs^tfAsris: 
KSHHrSlJH; 
sa?*£?n.1K5.<5K 

*S:zFu£Tt  "•  — '• •""" 


Accident  on 
Cliff  Drive 


Sentenced 
On  Insanity. 


2-sE^Sr^ 
•^fe'HS^H 

®^S 


Big  Blaze 

In  Boston. 

DISTRICT  HIS  BEEN  TERROR 


Death  of 
Bishop  Newman 


Honors  Tor 
R.  A.  H.Clarke. 


"" 
szg^szfasz 


Mme.  Dreyfus 
With  Husband. 


Journal  and  courier 

A  superior n,ed,.u,n,,eliitiniateadveri.ser^ 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.       49 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


•07X 
.08^3 
.  10 
.07 


NEW  ENQLAND-Connecticut. 

BRIDGE  FOR  T.— Continued. 
Union  Ind — Morn  ex  Su — D     7,500 

Standard  Rep — Eve — D]      4,100 

Standard  Rep — Fr — WJ      3,200 

Danbury,  c.h.,  16,552 — Faifireld  Co. 

Dispatch  Morn — D        2,000  .03^ 

News  Ind — Eve  ex  We — D  ]      4,600  .03^ 

News  Ind— We— WJ      4,000  .09 

HARTFORD,  c.h.,  53,300— Hartford  Co. 
Courant     Rep — Morn  ex  Su — D]      8,600 
Connecticut  Courant 

Rep— Mo   and  Th— SW  J      8,500  .07^ 
Evening  Post       Rep — Eve — D  ]      6,000 
Connecticut  Post  Rep— Th—W  J      2,700 
Telegram  Dem-Morn  ex  Su — D        9,500 
Times  Dem— Eve— D  ]     15000 

Times  Dem— Th—W  J      7,500 

Meriden,  21,652 — New  Haven  Co. 
Journal  Ind — Eve — D         6,000 

Record  and  ReDiiblican 

Ind — Morn  ex  Su — D        7,000 
Middletown,  15,000— Middlesex  Co. 
Penny  Press         Dem— Eve— D  1      6,550 
Sentinel  and  Witness 

Dem— Th—W  J      1,600 
New  Britain,  19,007 — Hartford  Co. 
Herald  Ind— Eve— D]      2,800 

Bristol   Herald      Rep— Th—W  J      2, (.00 
Record  Rep— Eve— D  ]      3,400 

Record  Rep— Fr— W  J      1,300 

New  Haven,  c.h.,  100,000— New  Haven  Co. 
Evening  Leader  Rep — Eve — D  7>5co  .10 
Register  Dem — Eve — D  |  10,000  .10 

Sunday  Register  Dem— Su—W  J      9-5oo  .i2j 

Journal  and  Courier  1 

Rep— Morn  ex  Su— D  5,100  .10 
Connecticut  Herald  and  Journal 

Rep— Th—W  J  1,500 
Palladium-News 

Rep— Morn  ex  Su— D  7,5oo 

Palladium  Rep— Th—W  J  2,000 

Union  Dem— Eve— D  14,000 

Sunday  Union      Dem— Su—W  7-5oo 
New  London,  c.h.,  13,757— New  London  Co. 

Day  Rep— Eve  ex  We— D  1  4,000  .05^ 

Day  Rep— We— WJ  1,000  .03^ 

Globe  Ind— Eve— D  3,000   .03 

Morning  Telegraph 

Dem— Morn  ex  Su— D  4,500   .03^ 


.05 


.01 
.01 

.07X 
•07X 


.  10 
•  03 

.10 
.10 


Memorandum. 


50       ADVERTISING.  J.  WALTER  THOMPSON  CO. 


NATIONAL 
MAGAZINE 

An    Illustrated    Monthly   that    is 


National 

in  Name 

National 

in  Scope 

National 

in  Character 


With  its  moderate  rates  and  rapidly  increasing  circulation,  IT  IS 
A  GOOD  PROPOSITION  for  the  general  advertiser,  whose 
investigation  we  earnestly  solicit.  Particulars  of 

THE  THOMPSON  ADVERTISING  AGENCY 
or  THE  NATIONAL   MAGAZINE 

91    BEDFORD  STREET,   BOSTON,   MASS. 


JOE   MITCHELL  CHAPPLE,  Publisher 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      51 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


•03^ 
•07X 
.02 
.02 


•  07^ 

•  05^ 


.05^ 


NEW  ENGLAND— Connecticut. 
Norwalk,  17,747 — Fairfield  Co. 

Evening  Hour      Ind — Eve — D]  1,100 

Hour  Ind — Sa — Wj  3,900 

Gazette  Ind — Eve — D  1  1,100 

Gazette  Ind— Fr— W  J  1,500 

Norwich,  c.h.,  16,156— New  London  Co. 

Bulletin     Rep — Morn  ex  Su — D}  4,300 

Courier     Rep— Tu  and  Fr— SW  J  6,500 

Evening  Record  Ind — Eve — D]  3,000 

Cooley's   Weekly   Ind— Fr— W  J  3,500 
Stamford,  15,700 — Fairfield  Co. 

Advocate    Rep— Eve  ex  Th— D  ]  2,650 

Advocate  Rep— Th— W  J  2,450  .07^ 

Telegram  Dem — Eve — D  1,100   .02 

Torrington,  9,500 — Litchfield  Co. 

Register  Ind — Eve— D  1,300   .02 

Waterbury,  40,000 — New  Haven  Co. 

American  Ind — Eve — D]  5,7oo  .10 

American  Ind— Fr— W  J  4,200  .10 

Democrat  Dem — Eve — D  2,650   .07 

Republican         Rep — Morn — D  2,850    .07^ 
Willimantic,  8,648— Windham  Co. 

Chronicle  Ind— Eve— D  ]  3,200  .07^ 

Chronicle  Ind— We— W  J  2,000  .07^4 

Winsted,  6,183— Litchfield  Co- 

Evening  Citizen   Ind— Eve— D]  1,800  .07^ 

Leader  Dem— Fr— W  i  1,750  .07^' 


Memorandum. 


DULL  TOOLS  ARE  USELESS 

Sharp  ones  make 
A  Clean  Oft 


The  J.  Walter  Thompson  Co.  furnish  sharp  tools  for  the  use  of  their  patrons. 


52       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


eimes-lnion. 


combined  circulation 


The  Times-Union  makes  advertising  contracts  on  the  above  basis. 
A  certain  class  of  advertising  is  refused  admission  to  its  columns, 
for  the  reason  that  it  is  the  favorite  Home  Newspaper  at  Albany,  N.  Y. 


)SX§>®®(SX«X§X*) 

The  Trade  OF 
Religious  Institution 

is  desirable,  but  it  is  generally  considered 
hard  to  reach.  That's  true,  because  the 
average  advertising  medium,  containing 
news  and  advertising  features  which  are 
objectionable,  is  not  admitted  there.  But 

THE  CATHOLIC 
STANDARD 
AND  TIMES 

goes  into  thousands  of  Catholic  institu- 
tions and  private  homes,  because 

CLEAN  NEWS  and 

CLEAN  ADVERTISING  ONLY 

find  place  in  its  columns. 
Our  Advertising  Rates  should  interest  YOU. 

THE  CATHOLIC  STANDARD  AND  TIMES, 
Philadelphia,  Pa. 


llCNHK 


BUSINESS 


~x  NEWSPAPER  CANVASS 


The 


-HERALD 


has  as  many  subscribers  in  Bing- 

hamton  and  suburbs  as  the 

"  Leader  "  and  "  Republican  " 

combined.     Also   3,100  exclusive 

circulation  in  Binghamton. 


^^cmc^T. 

^-^rq^  /vCS?*^-^' 


N.  M.  SHEFFIELD, 

Manager   Foreign  Advertising, 

85   Tribune   Building,   New  York  City. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      53 


Leading  Dailies  and  Weeklies — Continued. 


MIDDLE  STA 

Esti- 

Pubs. 

NEW  YORK. 

mated 
Circ. 

one  t. 
rate. 

AI/BANY,  c.h.,  97,000  —  Albany  Co. 

Argus                Dem  —  Morn  —  D 

15,000 

•oSH 

Argus                    Dem  —  Su  —  W 

14,800 

.08^2 

Argus  Dem  —  We  and  Sa  —  SWJ     16,400 

•05 

Journal                  Rep  —  Eve  —  D^ 

15.000 

.10 

Journal   Rep-Mo  and  Th-SW  1      4,300! 

Journal                  Rep  —  We  —  WJ    32,oooJ 

Press,  Knickerbocker  and  Ex- 

| 

press    Ind  —  Morn  ex  Su  —  D 

18,000 

.10 

Press  and  Knickerbocker 

Ind—  Su—  W. 

28,000 

.15 

Times-Union        Ind  —  Eve  —  D^ 

26,000 

.10 

Times                      Ind—  Th—  W, 

5,200 

.05 

Amsterdam,  17,336—  Montgomery  Co. 

Democrat             Rep  —  Eve  —  D1      2,700     .0^/2 

Democrat              Rep  —  Th  —  WJ      1,800 

.07^4 

Sentinel            Dem  —  Morn  —  D~l      2,000 

•05 

Sentinel                 Dem  —  Su  —  WJ      2,200 

Auburn,  c.h.,  28,800—  Cayuga 

Co. 

Advertiser            Rep  —  Eve  —  D  1      2,600 

.04^ 

Journal  Rep—  Tu  and  Fr—  SW. 

2,150 

.04^ 

Bulletin                  Ind  —  Eve  —  D  " 

4,000 

.05^ 

Bulletin                   Ind—  Th—  W 

1,676 

News  and  Democrat 

Dem—  We—  WJ 

1.500 

.04^ 

Binghamton,  c.h  ,  45,000—  Broome  Co. 

Herald                    Ind—  Eve—  D^      8,voo 

.07^4 

Herald                   Ind—  We—  WJ      1,100 

.07^4 

Leader                 Dem  —  Eve  —  D  ^ 

12,000 

.08^$ 

Leader                   Dem—  Fr—  W  , 

7,600 

.08^ 

Republican 

Rep  —  Morn  ex  Su  —  D 

7.500 

•08^ 

Republican             Rep  —  Sa  —  W, 

1,300 

.08^ 

Sunday  Times        Ind  —  Su  —  W 

6,000 

.08 

Brooklyn—  See  New  York  City. 

Buffalo,  c.h.,  354,000  —  Erie  Co 

Commercial          Rep  —  Eve  —  D  ' 

14,000 

•  15 

Commercial          Rep  —  We  —     , 

3,000 

.10 

Courier             Dem  —  Morn  —  D" 

28,000 

.12/2 

Courier                  Dem  —  Su  —  W 

40,000 

.I2*/2 

Courier                Dem—  We—  W  J 

4.5oo 

.08 

Enquirer                Ind  —  Eve  —  D 

36400 

.12^ 

Memorandum. 


54 


ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


CLEAN,  HONEST,  RELIABLE 


48  to  76  pages 

• 

21  years  old 

<3 

Well  Illustrated 

n 

Independent 

of  Cliques 

and  Factions 


Has  always  had  the 
mostintelligentand 
progressive  mem- 
bers of  the  poultry 
industry  as  readers 

Its  advertisers  have 
been  the  best  in 
the  fancy. 

It  has  not,  knowingly,  carried  the  ad.  of  a  crook,  and  spares  neither 
time  nor  expense  to  keep  its  pages  free  from  them. 

It  declines  hundreds  of  dollars'  worth  of  advertising  every  year  from 
doubtful  advertisers  and  of  unsuitable  ads. 

It  has  just  reduced  its  subscription  price  from  $1.00  to  50  cents  a 
year.  This  will  undoubtedly  add  largely  to  its  circulation  and 
thus  to  its  value  as  an  advertising  medium. 

As  an  argument  in  its  favor  as  an  advertising  medium  it  points  to 
many  advertisers  who  have  appeared  in  it  continuously  for  from 
ten  to  twenty  years. 

From  its  circulation  among  the  well-to-do  farmers  and  fruit  men  who 
are  also  poultrymen,  it  should  prove  a  good  medium  for  MOST 
of  the  general  advertisers. 

POULTRY  MONTHLY,  Albany,  N.  Y. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      55 


Leading  Dailies  and 

Weeklies  Continued. 

Esti- 

Pubs. 

MIDDLE  STATES-New  York.               "c^ 

one  *•                         Memorandum. 

rate. 

B  UFFA  L  O—  Con  tin  ued. 

Demokrat  (German) 

Ind—  Eve—  D 

6,500 

•  05^ 

Demokrat  (German) 

Ind—  Su—  W 

5,ooo 

.05^ 

Demokrat  (German) 

Dem—  Th—  W  , 

3,500 

-05^ 

News                     Rep—  Eve—  D^j    68,900 

.20 

News                      Rep  —  Su  —  W  J    24,800 

.08 

Freie   Presse   (German) 

Rep—  Eve—  D 

4,800 

•05 

Tribuene   (German) 

^  Rep—  Su—  W 

3,000 

•03 

Freie  Presse  (German) 

Rep—  Th—  W. 

3,750 

.04 

Express                                         1 

Rep  —  Morn  ex  Su  —  D       15,000 

.20 

Illustrated  Express 

Rep—  Su—  W 

62,000 

•25 

Express                 Rep—  Th—  W  . 

I.OOO 

•05^ 

Times                   Dem  —  Eve  —  D  1    39,000 

•  15 

Sunday  Times     Dem  —  Su  —  Wj    21,500 

.15 

Volksfreund  (German) 

Dem  —  Eve  —  D 

4,500 

•03^ 

Volksfreund  (German) 

Dem—  Fr—  W 

4,300 

.03^ 

Cohoes,  22,509  —  Albany  Co. 

Dispatch                Ind—  Eve—  D        7,500 

.07^4 

News                     Rep  —  Eve  —  D        2.500 

•03 

Regulator              Rep—  Su—  W        2,200 

Republican           Rep  —  Eve  —  D        3,140 

•03^ 

Corning,  c.h.,  8,550—  Steuben  Co. 

Democrat            Dem  —  Eve  —  D]      1,000 

.02 

' 

Democrat             Dem—  Th—  W  J         500 

.01 

Journal                  Rep—  Eve—  D  1      1,500 

.02 

Journal                  Rep—  We—  W  J         55O 

.01 

Cortland,  c.h.,  8,800  —  Cortland  Co. 

Standard               Rep—  Eve—  Dl       1.500 

.07 

Standard 

Rep—  Tu  and  Fr—  SWJ      2,400 

.I0# 

Elmira,  c.h.,  40,000  —  Chemung  Co. 

Advertiser                                       "] 

Rep—  Morn  ex  Su—  D        8,000 

.06 

Advertiser             Rep—  Th—  Wj     12,000 

.07 

News                     Rep—  Eve—  D         3.000 

.05^ 

Star                         Ind—  Eve—  D        8,600 

.06 

Gazette  and  Free  Press 

Dem—  Eve—  D 

5,400 

.0654 

Gazette  and  Free  Press 

Dem—  Th—  W 

9.000 

•o6?4 

Telegram                Ind—  Su—  W     100,000 

•30 

56       ADVERTISING.  J.  WALTER  THOMPSON  CO. 


p 


orum 


QUALITY 


How  many  advertisers  give  serious  considera- 
tion to  the  exact  class  of  people  to  whom 
they  wish  to  appeal  ?  No  farmer  throws  his 
seed  broadcast.  He  selects  a  certain  piece 
of  land,  and  plants  that  with  a  certain  kind  of 
seed,  and  thereby  reaps  a  certain  harvest. 

An  immense  circulation  is  a  good  thing, 
but  to  each  advertiser  the  only  part  of  the 
circulation  of  any  publication  which  he  should 
be  interested  in  is  that  part  which  benefits 
him  individually. 

When  the  pages  of  THE  FORUM  are 
used,  the  advertiser  is  reaching  the  most  in- 
telligent, the  most  thrifty,  the  most  sensible 
class  in  the  United  States.  People  who  do 
good,  sound  reading  are  invariably  people  of 
taste  and  discrimination  and  are  always  ready 
ta  pay  a  good  price  for  a  good  article. 

No  money  spent  for  advertising  in  THE 
FORUM  is  ever  wasted.  The  seed  is  sown 
on  good  ground  and  the  result  will  show  for 
itself.  We  are  waiting  to  hear  from  you  and 
to  send  you  our  advertising  rates. 

They  are  very,  very  low. 

THE  FORUM  PUBLISHING  CO. 

Ill    Fifth   Avenue,   New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      57 


Leading  Dailies  and  Weeklies — 


'nued. 


Esti- 


MIDDLE  STATES-NewYork. 
Flushing— See  New  York  City 
Geneva,  10,000 — Ontario  Co. 
Times  Ind— Eve— D 

Courier  Rep — We — W 

Glens  Falls,  13,000— Warren  Co. 
Star         Ind — Morn  ex  Su — D]      2,100 
Star  Fr— WJ 

Times  Rep — Eve — D  "1 

Messenger  Rep — Fr — WJ 

Gloversville,  18,000 — Fulton  Co. 
Leader  Rep— Eve— D 1 

Intelligencer         Rep— Th— WJ 
Herald  Dem — Morn — D 

Hornellsville,  13,000 — Steuben  Co. 
Tribune  Dem — Eve — D 1      2,600 

!_Fr— WJ 


2,300 
i, 800 


1,300 
1,500 
1,200 


3,000 
800 
1,000    .03^ 


Tribune 


Dem- 


1,700 


Times   Rep — Morn   ex   Su — D]      1,300 
Times  Rep— Th— WJ      2,200 

Hudson,  c.h.,  10  ooo — Columbia  Co. 
Register  Dem — Eve — D  }      2,400 

Gazette  Dem— Th— W  J      3.900 

Republican  ^ 

Rep — Morn  ex  Su — D         1,000 
Republican  Rep— Th— W  J      2,400 

Ithaca,  c.h.,  15,000 — Tompkins  Co. 
Journal  Rep — Eve — D]      2,000 

Journal  Rep— Th— W  j      2,800 

News  Ind — Eve — D         1,600 

Ithacan  Th— W        2,550 

Jamestown,  22,000— Chautanqua  Co. 
All  Ind— Eve—  D}      1,700 

All  Ind— Sa— WJ      2,350 

Journal  Rep — Eve — D  ^      2,400 

Journal 

Rep— Tu  and  Fr— SWJ      4,700 
Johnstown,  c.h.,  9,000 — Fulton  Co. 
Republican  Rep— Eve— D]       1,500 

Republican  Rep— Th— Wj         900 

Kingston,  c.h.,  25,000— Ulster  Co. 
Express  Ind— Eve— D        2,700 

Freeman  Rep — Eve — D  ^      4,000 

Freeman  and  Journal 

Rep— Th— WJ  1,200 
Leader  Dem — Morn  ex  Su — D")  2,900 
Leader  Dem— Sa— WJ  2,900 

I/ittle  Falls,  11,000 — Her-imer  Co. 
Times  Ind— Eve— D         1,800 


Pubs, 
one  t. 
rate. 


.03/2 

.02 


•03 
.02 

•05 

.05 


•03 

.02 


•03 


•03 
.04 

•05^ 


.02 
•03 


.03 

.02 
•03 


.02 
.01 


.06^ 
•03 

•03 
•03 


Memorandum. 


58       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


ATriumphant  Trio 


PjciENTiFic  AMERICAN 
" 


Established  1845.     Weekly.     Subscription  $3  a  year. 


NE  of  the  best  result-produc- 
ing  mediums  in  the  country 
— and  the  best,  considering  the 
cost — is  the  Scientific  American, 

now  in  its  fifty-fourth  year  of  pub- 
lication. It  is  the  standard  author- 
ity on  all  scientific  matters,  but  it 
is  by  no  means  exclusively  technical. 
It  interests  intelligent  people  every - 
where,  particularly  professors, 
teachers,  students,  engineers,  me- 
chanics and  progressive  manufac- 
turers mall  lines  of  business.  Read 
weekly  by  over  a  quarter  of  a  mil- 
lion of  interested  readers,  who  have 
money  and  good  judgment. 

The  Building  Edition  of  the 
Scientific  American  is  published 
monthly  in  the  interests  of  building 
and  architecture.  It  is  read  by  all 
the  architects,  builders,  contractors 
and  house-owners  who  desire  to 
be  thoroughly  up-to-date  in  their 
knowledge  of  building  construction. 
It  is  a  book  of  reference  for  those 
intending  to  build,  and  is  considered 
an  authority  on  hygienic  sanitation 
as  applied  to  domestic  dwellings. 


» 


The  Export  Edition  of 
the  Scientific  American 

is  also  published  monthly — 
in  both  English  and  Spanish 
— and  it  circulates  through- 
out the  world,  but  largest  in 
the  Spanish-speaking  coun- 
tries. It  reaches  all  the  lead- 
ing foreign  merchants  who 
buy  American-made  goods, 
and  it  is  a  valuable  medium 
to  promote  the  expansion  of 
American  trade  abroad. 


Established  1878.    Monthly. 
Subscription,  $3  a  year. 


Rates  and  Sample  Copies  of  each 
paper  sent  by 


Established  1885.     Monthly. 
Subscription,  $2.50  a  year. 


MUNN  &  CO.,  Publishers,  361  Broadway,  New  York  City 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      59 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

niDDLE  STATES—  New  York.                "$£?    °^'                         Memorandum. 

I/ockport,  c.h.,  20,000  —  Niagara  Co. 

I 

Journal                   Rep  —  Eve  —  D1       1,900     .05X2 

1 

Journal  Rep—  We  &  Sa—  SWJ      2,350    .05^ 

Review                   Ind  —  Eve  —  D^l      1,800     .02 

Review  Ind—  We  and  Sa—  SW  J         800    .01 

Union  Sun          Dem  —  Eve  —  D"j      2,300     .05^ 

Democrat  and  Sun 

Dem—  Tu—  WJ      2,500     .0714 

I/ongf  Island  City—  See  New  York  City. 

Middletown,  13,000  —  Orange  Co. 

Argus                  Dem  —  Eve  —  D^|      1,400    .04^ 

Mercury 

Dem  —  Tu  and  Fr  —  SWj      3,300     .07*4 

Press                      Rep  —  Eve  —  D1      1,650     .05 

Press      Rep—  Tu  and  Fr—  SWj      3,300    .08^ 

Times                    Rep  —  Eve  —  Dl      2,990     .03^2 

Times    Rep—  Tu  and  Fr—  SWj      2,800    .07^ 

Mount  Vernon,  20,000  —  Westchester  Co. 

Argus                  Dem  —  Eve  —  D1      1,600     .03^2 

Argus                   Dem  —  Th  —  Wj      1,000     .03^ 

Newburgh,  c.h.,  23,087—  Orange  Co. 

Journal                 Rep  —  Eve  —  D^l      2,000    .10^4 

Journal  Rep  —  Tu  and  Fr  —  SWj         940     .09 

News                     Rep  —  Eve  —  D        4,100    .07^4 

Press  Dem  —  Morn  ex  Su  —  D        1,100    .03 

Register               Dem  —  Eve  —  D        3,000     .io^4 

Sunday  Telegram 

Ind  —  Su  —  W        3,500     .05 

NEW  YORK  CITY  (Greater  New  York)— 

3,400  ooo. 

Manhattan  (Borough  of)  c.h.,  formerly  New 

York—  1,884,436—  New  York  Co. 

Commercial   Advertiser 

Rep—  Eve—  D      25,000    .15 

Courrier     des     Etats     Unis 

(French)         Ind  —  Morn  —  D       14,000     .12 

Courrier    des     Etats     Unis 

(French)              Ind  —  Su  —  W       24,000     .15 

Courrier     des     Etats     Unis 

(French)              Ind—  Sa—  Wj    26,000     .25 

Post                        Ind  —  Eve  —  D"|    25,000     .20 

Nation                     Ind—  Th—  WJ      9.000     .15 

Telegram               Ind—  Eve—  D       50,000     .20 

Herald                Ind—  Morn—  Dl  140,000     .40 

Herald                    Ind—  Su—  Wj  250,000    .40 

Jewish  News     Ind-EveexSaD]    34,000     .15 

Jewish  News          Ind—  Su—  W      23,000    .20 

Jewish  Gazette       Ind—  Fr—  Wj    25,000     .20 

60       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Harper's  Travels  Everywhere 

Harper  s  Magazine  journeys  the  continent  over.  It  finds  its  way 
into  the  most  distant  communities,  and  is  read  always  by  the  be^t 
class  of  people  in  each  community — near  and  far;  people  whose  means 
are  adequate  to  supply  their  many  wants.  The  oldest  of  first-rate 
American  publications— 

Harper's 
Magazine 

has  always  ranked  highest  among  advertising  mediums  and   in   the 
favor  of  each  succeeding  generation  of  leading  advertisers. 

HARPER  &  BROTHERS,  New  York  and  London. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      61 


Leading  Dailies  and  Weeklies — Continued. 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


fllDDLE  STATES—  New  York. 

MA  NHA  T  TA  N—Con  tin  ut  d. 

Journal  Ind  —  Morn  —  D"]  300,000 

Journal  Ind—  Su—  W     520,000 

Journal  Ind—  Eve—  D  |  250,000 

Morgan  Journal   (German)         I 

Ind  —  Morn  —  DJ    60,000 
Journal  of  Commerce 

Com'l  —  Morn  ex  Su  —  D       13,000 
Mail  and  Express 

Rep  —  Eve  —  D      35,ooo 
News  Dem  —  Eve  —  D     175,000 

News  Dem—  Su—  W     100,000 

Press  Rep  —  Morn  —  D     125,000 

Press  Rep—  Su—  W     115,000 

Press  Rep—  We—  W        8,000 

Staats   Zeitung      Ind-Morn-D       58,000 
Sonntagsblatt  Ind—  Su      75,ooo 

Staats  Zeitung       Ind—  Sa—  W      34,ooo 

130,000 


.40 
.45 
.40 

.15 
.20 

.20 
.30 
.25 
.30 
.30 


Ind  —  Morn  — 


.25 
.40 
.40 
.30 
.30 
.30 
.30 
.30 
.30 
i.oo 


Suu 

Sun  Ind— Su— W  I  150,000 

Sun  Ind— Eve— DJ  175,000 

Times  Dem— Morn-— D]    85,000 

Times  Dem— Su— WJ    80,000 

Tribune  Rep— Morn— D 1    90.000 

Tribune  Rep— Tu  and  Fr— SW  I     12,000 
Tribune  Rep— Su— W  |    95,ooo 

Tribune  Rep— We— WJ  150,000 

Wall  Street  Journal 

Fin'1-Morn  &  Eve  ex  Su-D  25,000  .20 
Wall  Street  News 

Fin'l— Morn  ex  Su— D        9,800     .25 
World  Dem— Morn— D]  360,000     .40 

World  Dem— Su— W     500,000    .45 

World  Dem— Eve— D     300,000     .40 

World 

Dem— Mo  We  and  Fr— TWJ  140,000  .60 
Zeitung  Ind — Morn  ex  Su — D~]  48,000  .15 
Herold  Ind— Eve— D  57,ooo  .15 

Revue  Ind— Su— Wj    70,000    .15 

Brooklyn  (Borough  of),  c.h.,  1,189,000— Kings 

Co. 

Citizen                 Dem— Eve— D  ]  8,000  .15 

Citizen                   Dem— Su— WJ  10,000  .15 

Eagle                   Dem— Eve— D]  55-OOO  .15 

Eagle                    Dem— Su— Wj  56,000  .15 
Freie    Presse    (German)             ] 

Rep— Eve— D  j  14,500  .15 
Long  Islaender  (German) 

Rep— Su— WJ  8,400  .15 
Standard-Union 

Rep— Eve— D  6,000  .15 

Times                    Rep— Eve— D  37,ooo  .12 

Flushing  (Borough  of  Queens).  9  ooo. 
Journal  Dem— Eve— Dl      1,600     .02 

Journal  Dem— Sa— WJ      2,200     .02 


Memorandum. 


62       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


PLATTSBURGH     DAILY 


CIRCULATION 


CORPORATION 

Publishers 


bur  Counties 
IRCULATION 

4500 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      63 


Leading  Dailies  and  Weeklies — Continued. 


MIDDLE  STATES— New  York. 

FL  USH ING.— Continued. 

Times  Rep— Eve— D  ^| 

Long  Island  Times 

Rep_Sa— WJ 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


I,2OO      .02 


1,000      .02 


I/ong  Island  City  (Borough  of  Queens), 30, 506 
Star  Dem — Eve — D         1,100     .02 

Star  Dem— Fr— W        2,700     .03 


Niagara  Falls,  20  ooo— Niagara  Co. 
Cataract  Dem — Eve — D        2,100 

Gazette  Rep— Eve— D        2400 

Norwich,  c.h.,  6,000— Chenango  Co. 


Sun  Ind — Morn  ex  Su — D 
Telegraph  Rep-We  &  Sa-SW 
Union  Dem— Th— W 

Nyack,  5,ooo — Rockland  Co. 
Journal  Rep— Eve— D} 

la— WJ 


i,  860 
2,700 
2,400 


Journal 


Rep— S< 


Star  Dem—  Eve—  D'l 

City  &  Country  Dem—  Sa—  WJ 


i,5oo 

I,IOO 

1,400 
1,200 

Ogdensburg,  14,000 — St.  Lawrence  Co. 
Journal  Rep — Morn  ex  Su — D~)      1,000 
Republican  Rep— We— WJ 

News  Dem — Morn  ex  Mo — D1 
News  Dem — Su — W 

Courier  Dem- 


— 

—  Su—  W  I 

—  Th—  WJ 


4,000 
1,700 
i, 800 
i, ooo 


Olean,  15,000—  Cattaraugus  Co. 
Herald  Dem—  Eve—  Dl 

Democrat  Dem-Tu  &  Fr-SWj 
Times  Rep  —  Morn  ex  Su  —  D  ] 
Times  Rep—  Th—  WJ 

Oneonta,  9,000—  Otsego  Co. 

Star         Ind  —  Morn  ex  Su  —  D 


Times 
Spy 


Ind— Eve— D] 
Tu— Wj 


1,400 
i, 800 
1,300 

1,200 


2,400 
1,200 

1,000 


Oswego,  c.h.,  21,842 — Oswego  Co. 
Palladium  Dem— Eve— D^      3,200 

Palladium  Dem— Fr— W  J      4-poo 

Times  Rep— Eve— D  "1      2,800 

Times   Rep— Tu  and   Fr— SWj      5,000 

Peekskill,  9,676— Westchester  Co. 
Democrat  Dem — Sa — W        2,300 

Plattsburg,  c.h.,  10,000 — Clinton  Co. 
Press      Rep— Morn  ex  Su— D]      2,500 
Sentinel  Rep— Fr— W  J      4,500 


.02 

.07^4 
•03 


.02 
.02 
.02 
.02 


.07 
.07 


.103/4 


.02 
.02 
.02 
.02 


.02 
.02 


.06^4 
.06^4 
.06^4 

.o8y3 


•03 

.07^4 


Memorandum. 


64       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


LARGEST  CIRCULATION  OF  ANY 
DEMOCRATIC  MORNING  PAPER  IN  [HE 
STATE  OUTSIDE  THE  METROPOLIS 


REACHES  EVERY  TOWN,  VILLAGE  AND 
HAMLET  IN  WESTERN  NEW  YORK   ::   :: 


Has  Largest  Circulation  by  Mail  (with  one  excep- 
tion) of  any  Paper  in  Rochester. 


ADVERTISERS    GET    RESULTS  ::  :: 
FROM    THE    HERALD    COLUMNS 


Herald,  Rochester,  N.  Y. 


THEJPE ACE  CON FERE NCE_ 

'.s.".V.. 


THE  DAILY  GAZETTE. 


DAILY  GAZETTE. 


THE  LABOR  TROUBLE: 


£°"£f ".v^;,'  B;~  |  m'^'U^"^ ^ 

!!«»•«    «.-    «-   «-j     i  0..^mTi»t±^TnThl' 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.       65 


Leading  Dailies  and  Weeklies — Continued, 


Esti-  Pubs. 

MIDDLE  STATES-New  York.  IJg£d  rate!' 
Port  Jervis,  12,000— Orange  Co. 

Gazette                 Dem — Eve — D"|  2,300  .04^4 

Gazette    Dem-Tu  and  Fr-SWj  4,500  .04*4 

Union                    Rep — Eve — D1  1,700  .04^4 

Union                    Rep— Th— Wj  3.800  .11^ 

Poughkeepsie,  c.h.,  24,000 — Dutchess  Co. 

Eagle   Rep — Morn   ex   Su — D^|  1,800  .03^2 

Eagle     Rep— Tu  and  Fr— SWj  2,800  .05^ 

Enterprise  Ind — Eve — D^l  2,000  .03 

Enterprise  Ind — Th — Wj  1,000  .05 

Star  Rep — Eve — D  3,200  .04*4 

News   Press         Dem-Morn-D]  3,800  .05^ 

News  Telegram  Dem— Sa— Wj  8,000  .io^4 

Rochester,  c.h.,  160,000 — Monroe  Co. 

Democrat  and  Chronicle  1 

Rep — Morn — D 
Democrat  and  Chronicle 

Rep— Su— W 
Democrat  and  Chronicle 

Rep— We— W 

Times  Ind — Eve — D 

Herald  Dem— Morn— D^l 

Herald  Dem— Su— W 

Herald  Dem— We— Wj 

Post-Express  Rep — Eve — D] 
Post-Express  Rep— We— W  J 
Union  and  Advertiser 

Dem— Eve— D 
Union  and  Advertiser 

Dem— We— W 
Volksblatt  (German) 

Rep — Morn  ex  Su — D 
Sonntags  Journal   (German) 

Rep_Su— W 
Volksblatt  (German) 

Rep— We— WJ 

Rome,  15,500 — Oneida  Co. 
Sentinel  Dem— Eve— D 

Sentinel  Dem— Tu  &  Fr— SWj 

Saratoga  Springs,  13,500— Saratoga  Co. 
Saratogian  Rep— Eve— D]      2,200     .03 

Saratogian  Rep— Th— Wj      2,800    .03 

Schenectady,  c.h  ,  25,000 — Schenectady  Co. 

Star  Dem— Eve— D")  1,200     .03 

Reflector  Dem— Th— W  J  1,100     .02 

Gazette  Dem — Morn — D] 

Gazette  Dem— Fr— W  J 

Union  Rep — Eve— Dl  2,000 

Union    Rep— Tu  and  Fr— SW  J  2,700 


28,000 

•  15 

20,000 

.18 

12.300 

6,000 

.15 

.07^4 

14,000 
7,000 
1      3,000 
12,000 
1      7,5oo 

.12 
.12 

.05^ 
•  15 

.15 

27,000 

•  15 

5,400 

.10 

2,400 

•03^ 

3,100 

.05^ 

4,600 

.o5</2 

1      3,ioo 
J      5,ioo 

.05** 

.103/4 

1,100 

4,641 

600 


Memorandum. 


.01 

.03^ 

.03^ 


66       ADVERTISING. 


J.  WALTER  THOMPSON  CO 


Good  Housekeeping 


Established  1885     \  Moiiinii|  M^im  devoted  to  Good  tlomemaking 

Its  readers  are  an  intelligent,  well-to-do  class  of  women,  who 
manage  the  household  and  purchase  the  supplies. 

Its  contributors  are  writers  of  ability  and  national  reputation 
on  subjects  most  interesting  and  helpful  to  women. 

The  best  value  to  advertisers  who  want  to  reach  American 
homes.  Circulation  national.  Send  for  full  information. 

Good  Housekeeping,  Springfield,  Mass. 


E.  C.  LOCKE,  Adv.  Mgr., 

50  Times  Bldg.,  New  York. 


™e  Sunday 
Regulator 

COHOES,  N.  Y. 

Established  J879 

The  only  Sunday  paper 
in  this  live  city.  Every- 
body looks  for  it  because 
it  is  full  of  life  and  spice. 


ADVERTISERS  USE  IT 
BECAUSE  IT  SELLS  GOODS 

M,    ROSENTHALL,    Prop. 


The  only  paper  in  New  York  that 
Dares  to  Permit  Its  Circulation 
to  be  Investigated 
by  Every  Advertiser 


€bc 
Daily 

56  and  84  columns. 


ONE  CENT. 


It  has  a  bona-fide  circulation  of  33,000 

and  over,  guaranteed  by  The  Advertisers' 
Guarantee  Co.,  of  Chicago,  111. 

THE  JEWISH  DAILY  NEWS,  printed  in 
English  and  Yiddish,  is  the  organ  of  the 
500,000  Jews  in  and  around  New  York. 

"The  news  of  the  day  in  Yiddish; 
Jewish  topics  and  special  features  in  Eng- 
lish." The  English  Department  devoted 
to  young  folks. 


€bc 


Observer 


PUBLISHED 


The  Official  Paper-  of  the  City  of  Troy  and  County  of  Rensselaer.  The  most  spicy,  spirited  and 
widely  circulated  Sunday  Newspaper  in  Northern  and  Northeastern  New  York. 

Circulates  in  Round  Lake,  Bennington,  Manchester,  Wallingford,  Melrose,  Rutland,  Danby, 
Arlington,  North  Bennington,  South  Shaftsbury,  Montreal,  Gansevoort,  Stillwater,  Fort  Edward, 
St.  Albans,  Sandy  Hill,  Glens  Falls,  Whitehall,  Ticonderoga,  Smith's  Basin,  Crown  Point,  Fort 
Ann,  Burlington,  Comstock's,  Port  Henry,  Plattsburg,  Troy,  West  Troy,  Cohoes,  Lansingburg, 
Waterford,  Green  Island,  Saratoga,  Albany,  Hoosick  Falls,  Castleton,  Mechanicville,  Valley 
Falls,  Johnsonville,  North  Adams,  Eagle  Bridge,  Buskirks,  Walloomsac,  North  Hoosic,  Pownal, 
North  Pownal,  Greenbush,  Williamstown,  Hoosick,  Schaghticoke,  Blackinton,  Petersburg,  Balls- 
ton,  Bath.  Advertising  Rates  very  liberal  and  furnished  on  application  to 

TROY  OBSERVER  PUBLISHING  CO.,  285  River  St.,  Troy,  M.  Y. 


M.  F.  COLLINS,  PRESIDENT. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      67 


Leading  Dailies  and  Weeklies — Continued. 


niDDLE  STATES— New  York. 
Syracuse,  c.h.,  130,000 — Onondaga  Co. 
Courier  Dem — Morn — D"l 

Courier  Dem-Tu  and  Fr-SWJ 
Telegram  Dem — Eve — D"| 

Telegram  Dem-Tu  and  Fr-SWJ 
Herald  Ind— Eve— D  } 

Herald  Ind— Su— WJ 

Journal  Rep — Eve — D  ] 

Journal  Rep-We  and  Sa-SWj 
Post-Standard  Rep-Morn-D"] 
Post-Standard  Rep— Su— W  | 
Post-Standard  Rep— Th— WJ 

Troy,  c.h.,  65,000 — Rensselaer  Co. 


Standard  Ind— Eve— D 

Press  (no  cuts)  Dem — Eve— D  1 
Press  Dem— We— W  j 

Record  Rep — Morn  ex  Su — Dl 
Record  Rep-We  and  Sa-SWJ 
Times  Rep— Eve— D  ] 

Times  Rep— Tu  and  Fr— SWJ 
Northern  Budget  Ind — Su — W 
TJtica,  c.h.,  58,000 — Oneida  Co. 
Herald  Rep — Morn  ex  Su — D1 
Herald  Rep— Tu  and  Fr— SWj 
Observer  Dem — Eve — D1 

Observer   Dem-We    &Sa-SWj 
Press       Ind — Morn  ex  Su — Dl 
Press      Ind— Tu  and  Fr— SWJ 
Saturday  Globe     Ind— Sa— W 
Watertowti,  c.h.,  23,000— Jefferson  Co. 
Standard  Rep— Eve— D  ]      5,400 

Standard  We  and  Sa— SW  j 
Times  Rep— Eve— D  \ 

Reformer   and   Times 

Rep_We  and  Sa— SWj 

Yonkers,  50,000 — Westchester  Co. 
Herald  Ind— Eve— D        4,700 

Statesman  Dem — Eve — D        3,300 


Esti- 

Pubs. 

mated 

one  t. 

Circ. 

rate. 

Lga  Co. 

6,OOO 

.05T/£ 

5,000 

.04 

I  O,OOO 

.013/4 

5,800 

.01  1/4 

31,000 

.1254 

24,750 

.12^ 

8,400 

.05^ 

3,800 

.04^ 

I7,OOO 

.12 

6,OOO 

.12 

10,300 

.08 

o. 
7,000 

.12 

9,000 

•15 

7,000 

.12 

8,000 

.06 

7,500 

.c6 

19,000 

.12^ 

12,000 

•15 

36,000 

.15 

8,000 

•o6X 

5,800 

.08^ 

8,800 

•07?4 

10,000 

.07^4 

10,250 

.07^4 

6,800 

•07^4 

137,000  i. oo 


4,700 
5,800 


.03/2 
•05^2 


5,500    .03^ 


.05 

•0754 


NEW  JERSEY. 

Atlantic  City,  23,000— Atlantic  Co. 
Review  Rep — Morn  ex  Su — Dl      2,200 
Review  Rep— Sa— W  J         900 

Press      Rep— Morn  ex  Su— D        2,500 
Bridgetoti,  c.h.,  13,000— Cumberland  Co. 

News                     Rep— Eve— D1      4,000  .01 1/4. 

News                      Rep— Sa— WJ      1,400  .01 H 

Pioneer                 Rep— Eve— D]      2,260  .01  # 

Pioneer                  Rep— Th— WJ         ooo  .01 H 


.03^ 
.02^ 


Memorandum. 


68       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  Suburban  Press  Association 

PUBLISH  THE  FOLLOWING  NEW  JERSEY  PAPERS 


PASSAIC    ADVERTISER. 


Nutley  Weekly  Eagl 


Has  Exclusive 
Control  of 
this  town 


LODL  ADV 


Paper  w 
flourishing  Town 


Advertiser. 


NO  other  Paper 
in  this  Place 


Athenia  Weekly   News. 


The  Only  Paper 
in  this  Territory 


Little   Falls  Gazette. 


Particulars  on  Application 
SUBURBAN    PRESS    ASSOCIATION,   Passaic,  N.  .1 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      69 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

MIDDLE  STATES-New  Jersey.          lg£?    °™£                        Memorandum. 

Burlington,  7,844—  Burlington  Co. 

Enterprise            Rep  —  Eve  —  Dl      1,000    .04 

Enterprise             Rep—  Sa—  WJ      1,200    .03 

Camden,  c.h.  ,  69,000  —  Camden  Co. 

Courier                 Rep  —  Eve  —  D'j      9,800    .10 

Courier                   Rep—  Sa—  WJ      1,000    .02 

Post                      Rep—  Eve—  D        3,200    .10 

Review                Dem—  Eve—  D        3.700    .05 

Telegram              Rep—  Eve—  D        3,000    .05 

Elisabeth,  c.h.,  43,000  —  Union  Co. 

Journal                 Rep—  Eve—  D        4,400    .05^ 

Leader                    Ind  —  Eve  —  D        6,600     .05^ 

Hackensack,  c.h.,  7,282—  Bergen  Co. 

Record                  Ind—  Eve  —  D        1,400    .02 

Hoboken,  54,000  —  Hudson  Co. 

Observer             Dem—  Eve—  D        7,000    .03^ 

Jersey  City,  c.h.,  183,000  —  Hudson  Co. 

Journal                 Rep—  Eve—  D       14,800    .10 

News                   Dem—  Eve—  D        8,500    .10 

Newark,  c.h.,  235,000—  Essex  Co. 

Advertiser            Rep—  Eve—  D]    19,000     .10 

Sentinel                  Rep—  Fr—  WJ      6,000    .07  # 

News                      Ind—  Eve—  D      41,000    .10 

Freie  Zeitung       Rep-Morn-D]      5,600    .07^ 

Enzaehler               Rep—  Su—  W        9,000     .08 

Freie  Zeitung      Rep—  We—  Wj      2,500    .IO# 

New  Brunswick,  c.h.,  20,000—  Middlesex  Co. 

Fredonian            Rep—  Eve—  D^|      1,200    .02 

Fredonian              Rep—  Fr—  WJ      1,300    .02 

News                      Ind—  Eve—  D]      3,000    .07 

News                       Ind—  Th—  Wj      1,200    .07 

Passaic,  23,000—  Passaic  Co. 

Advertiser            Loc—  Sat—  W        2,200    .02 

Herald                  Rep—  Eve—  D]      1,800    .02 

Herald                   Rep—  Th—  Wj      1,100    .02 

News                     Rep—  Eve—  D        4,000    .01  H 

Paterson,  c.h.,  112,000  —  Passaic  Co. 

News                      Ind—  Eve—  D        6,650    .07 

Guardian             Dem—  Eve—  D]      6,000     .07 

Guardian               Dem—  Fr—  Wj      i.ioo     .07 

Call        Rep—  Morn  ex  Su—  D        6,500    .07 

Press                     Rep—  Eve—  D        4,800    .07 

Perth  Amboy,  15,000  —  Middlesex  Co. 

Herald                   Ind—  Eve—  D        1,900    .02 

Phillipsburg,  9,100—  Warren  Co. 

Post                      Rep—  Eve—  D         1,400    .02 

News                   Dem—  Eve—  Dl      1,000    .02 

Democrat            Dem—  Th—  WJ      1,250     .02 

70       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE 

HOUSEHOLD 


f\  I  T  A  I     I TT  \7  THE  HOUSEHOLD'S  subscribers  and  readers  are  among  the  most 
>C  ^  **  ""^  '    prosperous  and  largest  moneyed  as  well  as  the  most  intellectual, 

refined  and  conservative  people  in  the  United  States. 

ADVERTISING  RATES 

A  /^  p     THE  HOUSEHOLD  is  the  oldest  of  HOME 


60  Cents  per  Agate  Line 

Perct 

150  lines  used  in  1  year,     lu  « 

250      "       "       "       "         15  | 

500      "        "        "        "          20  o 

750      "        "        "        "          25  % 

1000      "        "                             30  o 

Best  Position,  as  9-10  of  Adver- 
tising is  placed  along  side 
PURE  Reading  Matter. 

Forms  close  1st  and  1 5th  of  pre- 
ceding month. 


papers,  having  been  established  in  1868. 


QUANTITY 


Circulation  for  the  last 

April  .. 

106,000 

Six  Months 

May 

..  102  000 

102  000 

February  100,500 

613,000 

March  100000 

Average,  102,166 

J.  WALTER  THOMPSON  CO. 


ADVERTISING.      71 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


2,7OO 
I,4OO 
2,600 
I,OOO 


niDDLE  STATES— New  Jersey. 
Plainfield,  21,000 — Union  Co. 
Courier-News      Rep — Eve — D  ] 
Times  Rep— Th— WJ 

Press  Ind— Eve— D 1 

Constitutionalist     Dem-Th-Wj 

TRKNTON,  c.h. ,  67,000 — Mercer  Co. 
Gazette  Rep — Morn  ex  Su — D  ~]      4,000 
Gazette  Rep— Th— WJ      5,500 

Times  Ind— Eve— D         3,700 

True  American  Dem-Morn-D        7,000 

PENNSYLVANIA. 

Allegheny,  125,000— Allegheny  Co. 
Record  Eve— D         5,000 

Allentown,  c.h.,  25,228— Lehigh  Co. 

Chronicle  and  News 

Rep— Eve— D 

Register  Rep— We— W 

City  Item  Dem— Eve— D 

Leader  Ind — Eve — D 

Call          Ind— Morn  ex  Su— D 
Altoona,  38,000 — Blair  Co. 
Gazette  Rep— Eve— D 

Mirror  Ind — Eve — D 

Tribune  Rep-Morn  ex  Su-D"] 
Tribune  Ind— Th— WJ 

Times    Dem — Morn  ex  Su — D 
Ashland,  8,100— Schuylkill  Co. 
Telegram  Dem— Eve— D  ] 

Advocate  Dem— Fr— WJ 

Local  Rep— Eve— D] 

Local  Rep— Sa— WJ 

Bloomsburg,  c.h.,  4,800 — Colum' 
Daily  Dem— Eve— D 1 

Sentinel  Dem— Fr— Wj 

Braddock,  9,100 — Allegheny  Co. 
Herald  Ind— Eve— D 

News  Rep — Eve — D1 

Tribune  Ind— Sa— Wj 

Bradford,  15,000 — McKean  Co. 
Era  Ind — Morn  ex  Su — D] 
Era  Ind— Th— WJ 

Star  Rep— Eve— D 

Record  Ind — Eve — D 

Butler,  c.h.,  9,100— Butler  Co. 
Times  Ind— Eve— D 1 

Times  Dem— We— WJ 


Pubs, 
one  t. 
rate. 


.07 
.07 

•03 
.02 


.07 

.103/4 

•05 
.03^ 


.10 


Memorandum. 


3,300 

.05^ 

1,400 

.07^ 

3,400 

.05^ 

4,200 

-05X2 

2,800 

.0554 

5,100 

.013/4 

4,800 

•03l/2 

3,600 

•031A 

2,000 

•03^ 

2,500 

•03 

1,  6OO 

.05^ 

1,000 

.01 

1,000 

.02 

2,IOO 

•03 

:>ia  Co. 

1,000 

.02 

2,400 

•03 

1,500 

.02 

1,000 

.02 

900 

.02 

2,450 

.05^ 

2,400 

•05^ 

2,900 

.03 

2,000 

•03 

800 

.01 

1.200 

.02 

72       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  EVENING  NEWS. 


LEADING 

DAILY 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      73 


Leading  Dailies  and  Weeklies  —  Continued. 


Esti-      Pubs. 


MIDDLE  STATES-Pennsylvania. 


Memorandum. 


Carbondale,  15,000  —  Lackawanna  Co. 

Leader                   Ind  —  Eve  —  D        2,200    .04 

News                     Ind  —  Eve  —  D        2,400    .05 

Carlisle,  c.h.,  10,  100  —  Cumberland  Co. 

Sentinel               Dem  —  Eve  —  D1      2,400     .03^2 

Sentinel               Dem—  We—  WJ      2,600     .08^ 

Herald                  Rep—  Eve—  D]      1,800    .03^ 

Herald                   Rep—  Th—  WJ      2,000    .07 

Chambersburg,  c.h.,  9,800  —  Franklin  Co. 

Repository           Rep  —  Eve  —  D]      2,000     .03^ 

Repository           Rep  —  We  —  WJ      2,700    .03^ 

Valley  Spirit      Dem—  Eve—  D]      1,000     .05^ 

Valley  Spirit      Dem—  We—  Wj      3,100     .io# 

Chester,  28,000  —  Delaware  Co. 

Republican       Rep—  Morn—  D         1,600    .07^ 

News                     Rep  —  Eve  —  D        3,000    .09 

Times                    Rep—  Eve—  D        6,800    .10 

Columbia,  12,600  —  Lancaster  Co. 

News                     Ind  —  Eve  —  D^l      2,700    .03 

Courant                  Rep  —  Fr  —  Wj      1,000    .02 

Spy                        Rep—  Eve—  Dl      2,700    .03 

Spy                          Rep—  Fr—  Wj         650     .01 

Corry,  6,500  —  Erie  Co. 

Flyer                       Ind—  Eve—  D  |      1,025     .02 

Herald                     Ind—  Th—  Wj       1,900     .02 

Doylestown,  c.h.,  2,519—  Bucks  Co. 

Democrat           Dem—  Eve—  D]      1,250    .07^4 

Democrat             Dem—  Th—  WJ      2,850     .03^ 

Intelligencer        Rep—  Eve—  D]      1,300     .oi& 

Bucks  Co.  Intelligencer 

Rep—  Th—  WJ      2,600    .02^ 

Republican           Rep—  Eve—  D1      1,800    .odl/4 

Bucks  Co.  Republican 

Rep—  Th—  Wj      1,550     .04l/4 

Dubois,  8,100  —  Clearfield  Co. 

Courier      Rep-Morn  ex  Su-Dl      1,800    .02 

Courier                  Rep—  Th—  Wj      1,200    .02 

Express                  Ind—  Eve—  Dl      1,400     .02 

Express                  Ind—  Th—  Wj      2,700    .03 

Uaston,  16,000  —  Northampton  Co. 

Argus                  Dem—  Eve—  D]      4,300    .03^ 

Argus  Dem—  Tu  and  Fr—  SWJ      3,?oo    .04  J4 

Express                 Ind—  Eve—  D]      2,800    .03 

Democrat             Dem—  Fr—  WJ      3,100     .03 

Free  Press            Rep—  Eve—  D1      2,800     .05^ 

Free  Press  Rep-Tu  &  Fr-SWJ      1,700     .05^ 

74       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


pftwv  •  ^v**^* L' ^i  "r^sagjy  ^a»^  •y^iji.*  "^ 

OME:   PAL 


MSJAL 


500,000 


women 
readers 
every  month 
at  home. 


If  interested 
ask  your 
agent  or 
write  to 


-HOME  TALK 

A  HOUSEHOLD  MAGAZINE          X*, 


Home  Talk 


23  Park  Row 
New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      75 


Leading  Dailies  and  Weeklies — 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


5,200    .07^4 
6,100    .07*4 

4,700 

5,200 


MIDDLE  STATES— Pennsylvania. 

c.h.,  49,000 — Erie  Co. 

Herald  Dem— Eve— D 

Messenger-Graphic 

Ind— Su— W 

Herald  Dem— Sa— W 

News  Rep — Eve — D 

Dispatch 

Rep — Morn  ex  Su — D  3,100     .07 J4 

Gazette  Rep— Th— WJ  2,800    .07^4 

Times  Ind— Eve— D  4,700 

Franklin,  c.h.,  6,231— Venan go  Co. 

News  Ind — Eve — D  1,270     .02 

Citizen-Press        Rep— Th— W  2,500    .03 

Greensburg1,  c.h.,  4,800 — Westmoreland  Co. 

Press  Rep— Eve— D]  3,100    .03 

Press     Rep— Tu  and  Fr— SWj  3,500     .03 

Tribune  Rep— Eve— D]  2,750     .02 

Tribune-Herald 

Rep— We  and  Sa— SWJ  2,200    .02 

HARRISBTJRG,  c.h.,  48.000— Dauphin  Co. 

Patriot  Dem— Morn  ex  Su—D]  7,900    .10 

Patriot  Dem — Tu — Wj  5.000     .05 

Star-Independent     Ind-Eve-D^|  8,100    .07^4 

Star-Independent       Ind-Sa-WJ  2,400     .03 

Telegraph  Reo— Eve— D]  4,850     .09^4 

Telegraph   Rep-Tu   &  Fr-SWj  4,800    .04 

Haajleton,  16,000 — Luzerne  Co. 

Speaker    Dem-Morn  ex  Su-D  2,600     .05^2 

Sentinel  Rep — Eve — D]  4,100     .03^2 

Sentinel  Rep— Th— Wj  1,200     .02 

Standard          Dem — Morn — D  1,900     .02 

Johnstown,  28,000 — Cambria  Co. 

Democrat         Dem — Morn — D  |  4,100     .03^ 

Democrat  Dem — Fr — WJ  1,500     .03^2 

Tribune  Rep— Eve— Dl  2,600     .03^ 

Tribune  Rep— Fr— Wj  2,700     .03^ 

I<ancaster,  c.h.,  36,000 — Lancaster  Co. 

Examiner  Rep — Eve — D]  5, 200     .05^ 

Examiner    Rep-We  &  Sa-SWj  5,100    .05^2 

Intelligencer      Dem — Eve — D1  4,900    .051/2 
Intelligencer 

Dem— We  and  Sa— SWJ  4,500    .05^ 

News      Rep — Morn  ex  Su — D  4>5oo    .05 

New  Era  Rep— Eve— D]  4,750     .05^ 

New  Era     Rep-We  &  Sa-SWJ  6,000    .05  ^ 

I<ebanon,  c.h.,  16,000 — Lebanon  Co. 

Report  Ind— Eve— D  3,100 

Report  Ind— We  and  Sa— SW  1,260 

News  Rep— Eve— D  2,700 

News    Rep— Mo  and  Th— SW  2,100 


Memorandum. 


.02 
.01 34 
.01  & 


76       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


"  The   Newsy   Paper    Filled  With    Novel    Pictures." 

THE  STANDARD' 


WHO    STOLE    THEIR    CLOTHES 


Here  is  a  publication  that  gives  the  advertiser  better  results  for  his  money  than 
any  other  weekly  in  the  United  States.  It  has  a  tremendous  circulation  among  a 
class  who  are  ready  and  willing  to  spend  their  money.  It  is  sold  by  every  newsdealer 
in  America.  It  has  subscribers  all  over  the  world.  WHY  ?  BECAUSE  : 

There  isn't  another  paper  in  New  York  to  compare  with  it !  There  isn't  a  publication 
in  America  that  can  compete  with  it !!  There  isn't  another  ten  cents'  worth  on  earth 
that  gives  the  buyer  as  much  for  the  money  as  TH  E  STAN  DARD  does  ! ! !  That's  why. 
THE  STANDARD,  140  West  4<sd  Street,  NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      77 


Leading  Dailies  and  Weeklies — Continued. 


MIDDLE  STATES— Pennsylvania.          Circ 

1/ockh.aven,  c.h.,  7,600 — Clinton  Co. 


Esti-      Pubs, 
mated    one  t. 
rate. 


Democrat 
Democrat 
Express 
Republican 


Dem — Eve — D 

Dem-Th-W 

Rep— Eve— D 

Rep-We-W 


1,050 

1,900 

980 

1,203 


.02 
.02 
.02 
.02 


McKeesport,  31,000— Allegheny  Co. 
Herald  Local— Morn— D        i,ico 

News  Ind— Eve— D        5,200    .08 

Times  Rep— Eve— D         3,900     .08 

Mahanoy  City,  13,500— Schuylkill  Co. 
American  Rep — Eve — D        2,000    .05 

Record  Ind— Eve— D        2,100     .05 

Mauch  Chunk,  c  h.,  4,300 — Carbon  Co. 
News  Ind— Eve— Dl      1,700    .oi^4 

Democrat  Dem— Sa— WJ      1,750    .02 

Times  Local— Eve— D  ]      1,200    .02 

Gazette  Rep— Fr— Wj      1,350    .02 

Meadville,  c.h.,  n, 800— Crawford  Co. 

Star         Ind— Morn  ex  Su— D]  1,450 

Gazette  Rep— Fr— W  J  2,350 

Tribune-Republican  1 

Rep— Morn— D  2,380 

Republican  Rep— Eve— D  1,800 

Republican  Rep— We— Wj  6,000 

Middletown,  6,000 — Dauphin  Co. 

Journal  Ind — Eve — Dl      1,200 

Journal  Rep — Sa — W  J      2,000 

Mount  Carmel,  12,500 — Northumberland  Co. 

Star  Ind— Eve— D 1 

Ledger  Ind— Fr— Wj 

News  Eve — D 


.02^4 


.01 
.01 
.02 


.02 
.02 


2,700 
i, 800 
i, 600 


•03 
•03 

.02 


•03 

.02 


Nanticoke,  10,044 — Luzerne  Co. 

News  Ind — Eve — D]      2,200 

News  Ind— Th— WJ       1,750 

Newcastle,  c.h.,  21,000— Lawrence  Co. 

Courant-Guardian  1 

Rep — Eve — D  3,200 

Courant-Guardian 

Rep— We— W  J  5,000 

News  Rep— Eve— D 1  2,900 

News  Rep— We— Wj  4,500 

Norristown,  c.h.,  24,000— Montgomery  Co. 

Herald  Rep— Eve— Dl      5,500     .10 

Herald  Rep— Mo— WJ      3,500     .05 


.07^4 

•07T/4 
•07^4 
.07^4 


Memorandum. 


78       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  METROPOLITAN 


14O  WEST  42D   STREET.    NEW  YORK.    U.  S.  A. 


PRETTY  PICTURE  is  appreciated -all  the  world  over.  The  magazine  with  the  hand- 
somest illustrations  is  the  one  that  will  be  preserved  the  longest  The  longer  a  buyer 
keeps  a  magazine  the  greater  chance  has  the  advertiser  to  realize  upon  his  investment. 

The  real  value  of  THE  METROPOLITAN  is  its  distinctiveness  from  the  ordinary 
magazine.  It  has  a  handsomely  lithographed  cover.  Its  reading  matter  is  as  interesting  as  it'is 
timely.  The  magnificent  color  effect  of  its  reproductions  of  famous  paintings  and  portraits  of 
beautiful  women  is  an  exclusively  METROPOLITAN  institution. 

A  circulation  of  200,000  means  half  a  million  readers,  at  least.  Constantly  increasing  sales 
of  a  fifteen  cent  magazine  in  the  face  of  a  vast  ten  cent  opposition  means  that  the  public  considers 
THE  METROPOLITAN  fifty  per  cent  better  than  most  magazines.  This  is  worth  another 
thought.  Think  it  over. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      79 


Leading  Dailies  and  Weeklies — Continued. 


niDDLE  STATES-Pennsylvania 

NORR1STO  WX—  Continued. 

Register  Dem — Eve — D 

Register  and  Democrat 

Dem— Tu— W 

Times  Rep — Eve — D 1 

Times  Rep — Sa — W  J 

Oil  City,  14,000 — Venango  Co. 

Blizzard  Ind— Eve— D  1 

Blizzard  Ind— Th— WJ 

Derrick  Rep — Morn 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


3,250 

i,7oo 
2,500 
i,5oo 


2,500 

3,ooo 
4,5oo 


•03 

•05^ 

.02 


•03 

•05 

.07^ 


Derrick  Rep — Tu  and  Fr — SWJ     12,000 

Philadelphia,    c.h.,    1.046,964 — Philadelphia 
Co. 

Abend  Post         Rep— Eve— D 
Call  Ind— Eve— D 

Demokrat        Dem — Morn — D 
Neue  Welt  Ind— Su— W 

Vereinigte  Staaten  Zeitung 
(German)        Dem— We— W 


5,8oo 
49,000 
18,000 
1 1 ,000 

7,800 
116,000 


.10 
.25 

.12 

.12 


45,000 
67,000 
130,000 
21,000 
73,000 


.12 

Bulletin  Rep — Eve — D     116,000    .20 

Item  Ind — Eve — D"|  280,000     .30 

Item  Ind — Su — WJ  290,000     .30 

Star      ,  Ind — Eve — D       13,500     .15 

Telegraph     Ind-Rep — Eve — D      24,000    .20 
Inquirer  Rep— Morn— D]  150,000     .25 

Inquirer  Rep— Su— WJ  140,000     .25 

North  American 

Rep — Morn  ex  Su — D 
Press  Rep — Morn — D 

Press  Rep— Su— W 

Press  Rep_We— W 

Ledger        Ind-Morn  ex  Su-D 
Record  Dem — Morn — D1  105,000 

Record  Dem— Su— WJ  147,000    .20 

Times  Ind — Morn — D]    74,000 

Times  Ind— Su— W      65.000 

Times  Ind— Sa— WJ    25,000 

Pittsburgh  c.h.,  300,000 — Allegheny  Co. 

Beobachter      Dem — Morn — D]      6,500 
Beobachter  Dem— Su— W        8,100 

Beobachter          Dem— Th— WJ      6,000 
Chronicle  Telegraph 

Ind-Rep — Eve — D      55,oco 
Chronicle  Telegraph 

Ind-Rep— Th—Wj    26,000 
Commercial  Gazette  ^| 

Rep — Morn  ex  Su — D  |    42,000     .17 
Commercial  Gazette 

Rep— Sa— WJ    17.000     .08 


.20 

.20 
.20 
.10 

•30 

•25 


.20 
.20 
.20 


Memorandum. 


80       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


This  issue  contains-Queen  Cophetua  and  the  Beggar-Man-.  $  1  OOO  Prize  Story-by  K.  Murray  Eliot  • 
£^m£«iT   ^   Mr8'    Herb6rtl   and   *"   ^    'aUSt  faSh'°nS   f°r   SUmmSr  °f   '8S8'«""   »"   £  SS 

MAY.  1899.                                  5£  .  «<,„.    so,.  .  ,«,. 

THEA/VIERIGANQUEEN 

THE  AMERICAN  QUEEN 

offers  more  and  better  service  tor  the  money  than 
any  domestic  publication  issued  in  this  country. 


Flat  Rate  $1.50  an  Agate  line. 


OFFICE  OF  PUBLICATION  : 
NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      81 


Leading  Dailies  and  Weeklies — Continued. 


MIDDLE  STATES— Pennsylvania. 

PITTSB  URG— Continued. 

Dispatch  Ind — Morn — D") 

Dispatch  Ind— Su— W 

Dispatch  Ind— Th— WJ 

Freiheits  Freund   (German) 

Rep — Morn  ex  Su — D 
Freiheits  Freund   (German) 

Rep_Fr— WJ 

Leader  Ind — Eve — D 

Leader  Ind— Su— W 

News  Ind — Eve — D 

Post  Dem— Morn— D 

Post  Dem— Su— W 

Post  Dem— Th— W 

Press  Rep— Eve— D 1 

Press  Rep— Su— WJ 

Times     Rep — Morn  ex  Su — D 
Volksblatt          Ind— Morn— D  ] 
Volksblatt  Ind— Su— W 

Volksblatt  Ind— Th— W  J 

Pittston,  12,000 — Luzerne  Co. 

Gazette  Rep— Eve— D  1 

Gazette  Rep— Fr— Wj 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


44,800  .18 

77,500  .20 

I2,OOO  .12 

I2,OOO  .IQ3/4 

4,750  .1034 

27,150  .15 

36,000  .15 

25,000  .15 

53,000  .16 

46,000  .16 

17,000  .10 

50,000  .18 

31,000  .18 

57,000  .17 

n,oco  .16% 

9,000  .16% 

4,5oo  .07 


2,500 
1,000 


Pottstown,  13,285— Montgomery  Co. 

Ledger  Ind — Eve — Dl      1,400 

Ledger  Ind— Tu— Wj      1,100 

News      Ind — Morn  ex  Su — D] 
Advocate  Ind— Sa— Wj 


2,700 
1,300 


Pottsville,  c.h.,  14,117— Schuylkill  Co. 

Chronicle            Dem— Eve— D "]  5,900 

Standard               Dem— Fr— W  J  2,000 
Miners'  Journal                             "j 

Rep— Morn  ex  Su— D  3,800 

Miners'  Journal   Rep— Fr— Wj  1,800 

Republican           Rep— Eve— D]  8,100 

.Republican             Rep— Sa— Wj  1,200 

Reading,  c.h.,  58,661 — Berks  Co. 

Eagle  (no  cuts)    Ind— Eve— D"]  13,000 

Eagle   (no  cuts)    Ind— Su— W  7,7oo 

Eagle                       Ind— Sa— Wj  3,300 

Telegram               Ind— Eve— D  5,000 

Herald  Ind— Morn  ex  Su— D  4,400 

Review                   Ind— Eve— D  4,700 

Times     Rep— Morn  ex  Su— Dl  4,800 

Journal                    Rep— Sa— W  J  3,4OO 

Adler                    Dem— Tu— W]  5,000 

News                     Dem— Sa— Wj  3,500 


•05 

.02 


•03 
•03 
.08 
.05 


•05 
•05 

•05 

.02 
.10 

.02^ 


.06 
.06 
.08 
.06 

.05^4 

.08 
.10 
.06 
.05 


Memorandum. 


82       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


60,000  Monthly  Circulation 

THE  LEADER  IN  ITS  CLASS.        ONLY  HIGH-GRADE  ADVERTISING  ACCEPTED 


(Advertising 


50   cents  per  cAgaie  Line 


Discount  on  three  months  contract,   5£  : 
Six  months,    10^;    Twelve  months,    15^. 


One  Column    (14   2-7   inches  or  200 
Lines).     (800  Agate   Lines   to   Page.) 


Forms  close  on  the  I0th  of  each  month  for  issue  tivo  months  in  advance. 
We  hope  to  be  favored  with  your  business. 

LE  COSTUME  ROYAL      15°  NASSAU  ST.  (Room  934),  NEW  YORK 

Advertising  Department  Wm.  C.  Hill,  Advertising  Manager 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      83 


Leading  Dailies  and  Weeklies — Continued. 


Esti-      Pubs. 


Ind—  Eve—  D  1 
Ind—  Fr—  WJ 
Ind—  Eve—  D  1 
Ind—  Fr—  WJ 
Rep—  Eve—  D  ] 
Rep_Fr—  WJ 

2,500    .03 
i  ,000    .02 
2,800    .03 
900    .02 

2,200      .03 
80O      .02 

•04^4 

.02 

•03 


HIDDLE  STATES-Pennsylvania. 
Scranton,  c.h.,  94,000 — Lackawanna  Co. 

Republican  Rep — Morn — D"|  11,000  .07^4 

Republican  Rep — Su — W  6,000  .07^4 

Republican  Rep — We — Wj  3,000  .07^4 

Times  Dem — Eve — D  12,400  .07  54 

Tribune  Rep — Morn — D  10,400  .05 

Truth  Ind — Eve — D  15,000  .07 

Shamokin,  18,000 — Northumberland  Co. 

Dispatch 
Times 
Herald 
Herald 

News 
News 

Sharon,  7,459 — Mercer  Co. 

Telegraph  Rep— Eve— Dl      1,060    .05^ 

Telegraph  Rep— Th— Wj      1,750     .07^4 

Shenandoah,  16,000— Schuylkill  Co. 

Herald  Rep — Eve — D]  2,100 

Herald  Rep— Sa— Wj  1,300 

News  Eve— D]  1,800 

News  Su — Wj  2,500 

South  Bethlehem,  10,302 — Northampton  Co. 
Star  Dem— Eve— D        1,800    .03^ 

Sunbury,  c.h.,  5.930 — Northumberland  Co. 
Daily  Ind— Eve— D        1,800    .02 

Item  Rep — Eve — D        1,350    .02 

Titusville,  10,000 — Crawford  Co. 

Herald   Rep— Morn  ex  Su— D1      1,500    .02 
Herald  Rep— Fr— Wj      1,950    .02 

Towanda,  c.h.,  5,000 — Bradford  Co. 

Review    Ind— Morn  ex  Su— D  ]      1,100     .03^ 

Republican  Rep— Th— Wj      3,000    .06/2 

Warren,  c.h.,  7,500 — Warren  Co. 

Democrat  Dem — Eve — D~]  1,500  .02 

Democrat  Dem— Th— WJ  1,600  .02 

Mirror  Rep— Eve— D]  1,700  .02 

Mirror  Rep— Sa— Wj  2,500  .03 

Washington,  c.h.,  7,063— Washington  Co. 

Observer  Rep— Morn— Dl  1,600  .03 

Observer     Rep-Mo  &  Th-SWj  1,600  .05 

Reporter  Rep— Eve— Dl  3,200  .08 

Reporter 

Rep— Mo  We  and  Fr— TWJ  1,350  .10 


[emorandum. 


84       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


\ 


ANNIE  L.  V.  ORFF.  CHAPERONE  BUILDING.  ST.  LOUIS. 


A  Bright,  Breezy 
Woman's  Magazine 
Published  by  Women 

90,000 

Circulation 

It  pleases  and  pays  the 
advertisers  who  use  it 


ANNIE  L.  Y.ORFF, 

Publisher 

CHAPERONE  BUILDING,  ST.  LOUIS,  MO. 


Do  you  know  there  are  over 

400,000  Germans  in  Chicago 

who  are  a  thrifty,  well-to-do  class  of 
people,  and  have  money  to  spend  for 
worthy  articles  ?  If  you  want  to  catch 
their  trade  advertise  in  the  columns 
of  their  favorite  papers  — 

Published 
Daily  and 
Weekly,  and 
the  Great  German 
Sunday  Paper  — 

Send  for  sample  copies, rates,  etc. 

ABEND  PRESSE  (Evening  Edition) 

Che  Ottumwa 


\JL       L11V11        id  V  I/I  11W       |JC*|-'W1  O    — 

frcic  Prmc 

Dabeim 


Courier 


Is  a  strictly  up-to-date  Associated  Press  news- 
paper, circulating  in  ten  of  the  most  prosperous 
and  populous  counties  in  Southern  Iowa  No 
paper  on  earth  competes  successfully  with  it  in 
securing  and  publishing  the  news  of  this  terri- 
tory. Hence  a  daily  circulation  guaranteed  to 
be  over  three  times  as  large  as  that  of  any  other 
daily  paper  in  the  same  field.  Sworn  average 
circulation:  Daily,  exceeding  3,200;  Weekly, 
exceeding  4,000.  THE  COURIER  is  printed  from 
stereotyped  forms  on  a  web  perfecting  press. 
A.  W.  LEE,  Publisher,  Ottumwa,  Iowa. 


"M 


YORK,  PA. 

A(Q  .  11 

in  Advance 


Is  the  only  paper  in  the  Nine- 

•  teenth  Congressional  District 
that  has  a  paid-in-advance 

•  circulation. 

It  will  show  what  the  home  people 
think  of  it  as  an  advertising  medium. 

CIRCULATION 

.       Daily   =    =    =    3,600 
<T3>     Sunday     =    =    3,600 
-Weekly  4,200 


Kate  rardfnrni*h*l  on  npplicoHon. 
GAZETTE  CO.    (LIMITED)     /g 

YORK.   PA. 


•:-^E^:'-  ^^ 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      85 


Leading  Dailies  and  Weeklies — Continued. 


Esti-     Pubs. 

fllDDLE  STATES— Pennsylvania.         *gjjf    °£*£ 
West  Chester,  c.h.,  10,000— Chester  Co. 
Local   News          Ind — Eve — Dl     14,100     .10 
Jeffersonian          Dem — Sa — WJ      3,900     .10 
Republican  (no  cuts) 

Rep — Morn  ex  Su — D        5,95o    .10 

Wilkesbarre,  c.h.,  49.000 — Luzerne  Co. 


6,600 
10,000 

2,900 
11,400 

3,100 
9,100 
2,500 


Leader  Dem — Eve — D 

Leader  Ind — Su — W 

Union  Leader  Dem — Fr — W 
Record  Rep — Morn  ex  Su — D 
Record 

Rep— Tu  and  Fr— SW 
Times  Rep— Eve— D 1 

Times  Rep— Fr— WJ 

Williamsport,  c.h.,  34,000 — Lycoming  Co. 
News  Eve — D        3,700 

Gazette  and  Bulletin 

Rep — Morn — D        7,ioo 
Gazette  and  Bulletin 

Rep— Tu  and  Fr— SWJ      3,900 
Sun  Dem — Eve — D  ]      7,500 

Sun 

Dem — Mo  We  and  Fr — TWJ      4,100 
Times  Ind— Eve— D]      4,800 

Times  Ind— Th— WJ      4,700 

York,  c.h.,  39,000 — York  Co. 


.07^ 
.05^ 
•03 
.07^4 

•03 


•03 

:o. 
.07 

.07^4 

.103/4 
.02 

.02 


Daily       Ind  —  Morn  ex  Su  —  D] 
Weekly                    Ind—  Fr—  WJ 
Dispatch               Rep—  Eve—  D  ] 
Dispatch                 Rep—  Fr—  WJ 
Gazette             Dem  —  Morn  —  Dl 
Gazette                  Dem—  Su—  W 
Gazette  Dem—  We  &  Sa—  SWj 
Pennsylvanian       Rep  —  Fr  —  W 
Press                    Dem  —  Eve  —  D  ] 
Democratic  Press  Dem-Fr-Wj 

3,600 

6,200 

4,W> 
2,800 
3,600 
3,600 
4,200 
5,000 
2,400 

2,200 

.02^ 

•05 

.03^ 

•03^ 
.03/2 
.03^ 
.03^ 

-03 
•03 

DELAWARE. 

DOVER,  c.h.,  3,000— Kent  Co. 
Delawarean  Dem — W 

Index  Dem— Th— W 

State  Sentinel        Rep— Sa— W 


2,200  .03 
i,475  -03 
i, 600  .02 


Wilmington,  c.h.,  62,000 — Newcastle  Co. 
Journal  Dem — Eve — D 

Every  Evening      Dem-Eve-D 
Gazette  and  Journal 

Dem— Th— W 


News      Rep — Morn  ex  Su — D1 
Rep— Fr— WJ 


News 

Republican 

Republican 


Rep— Eve— D 1 
Rep— Th— Wj 


5-500 
8,100 

1,900 
7,5oo 
3,000 
6,500 
900 


•05 
•07 

.05^4 
.07 

•Of 

.07 

.02 


Memorandum. 


86       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Washinaton's    Favorite    Family    Paver. 


$2.00  PER  ANNUM.   5  CENTS  COPY.  WASHINGTON,  IX  C.,  SUNDAY,  JUNE  II,  1899. 


. 


HE  FAVORITE 
FAMILY  PAPER 


ASHINGTON 


,,,.,         ,. 

Slnrj..      -WL»t    Ho    ?CH1     IUMM,  M* 
WbouM     .,,11,1.,    .;.;„,  Ihl.    fir. 

v«t.  M't"!/0!^0"'.  pl.t"owwut 

.wta-i  si  g±i  'ijr.u'i?.^* 
gSssR-swra 

Tr.^    I.   b.   .»,.,     .<,»..  oa,..- 


U1L.1   +, 


s?L,.« 

.,..„,:.  ,.'„„>,         '  ""•  L,a»  .......    ••Tk.  .«.!».., 


HE  Sunday  Herald  I 
has  grown  up  with  I 
the  National  Capi- 
tal, and  is  therefore 
appreciated  by  the  oldest  in- 
habitant as  well  as  esteemed 
by  the  younger  generation." 


A    TRIAL    ADVERTISEMENT 

will  convince  anyone  of  its 
value  as  an  advertising  medium. 


"Jc.'.rC&T. 

y£3&&& 


SH^sH; 


KZKS£Sr5?£ 

S^H1!:.1: 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      87 


Leading  Dailies  and  Weeklies — Continued. 


Middle  States. 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


MARYLAND. 

ANNAPOI/IS,  c. h. ,  9, 500— Anne  Arundel  Co. 
Capital  Dem — Eve — D        1,350    .02 

Baltimore,  675,000 — Baliimore  City  Co. 

American  Ind — Morn 

American  Ind — Su 

American  Rep-Tu  &  Fr- 
Journal  Ind — Morn  ex  Su 
Sonntags  Post  Ind — Su 
Herald  Ind — Morn 

Herald  Ind— Su 

Herald  Ind— Fr- 

News  Ind — Eve- 

Sun  Ind — Morn  ex  Su 
Sun  (no  cuts)  Ind — Sa 
World  Ind— Eve 

Cumberland,  c.h.,  15,000— Allegany  Co. 

Times  Dem— Eve— D]      3,000    .07^ 

Alleganian  Dem— Th— WJ      1,800    .03 

News     Rep — Morn  ex  Su — D        1,180    .02 

Frederick,  c.h.,  10,000— Frederick  Co. 

News  ind— Eve— D]      1,700    .03 

News  Ind— Th— WJ      2,400    .05 

Examiner  Rep— We— W        2,700 


i—  D1 
.—  W 
-SWJ 

I—D] 

—  WJ 
i-D] 
-W 
•—  WJ 
z—  D 
i-D] 
.—  WJ 
*—D 

44,000 
59,000 
19,000 
6,400 
10,500 
33,600 
48,000 
17,000 
35,000 
65,800 
32,000 
26,000 

.I2*/2 

.20 
.20 

.1034 

.1034 
.12^ 

•15 
.10 

.IO 
.20 
.20 
.10 

•05 


Hagerstown,  c.h.,  13,000 — Washington  Co. 

Globe  Ind— Eve— D  ] 

Globe  Ind— Th— WJ 

Mail  (no  cuts)  Dem — Eve — D"| 
Mail  (no  cuts)     Dem— Fr— WJ 
Herald         Rep-Morn  ex  Su-D 
Herald  and  Torchlight 

Reo— Th— W 


2,000 
2,600 

i,750 
1,500 

1,300 


.02^ 
.02^ 
.02 
.02 

.05 


1,750     .05 
DISTRICT  OF  COLUMBIA. 

c.h.,    (capital     U.    S.)— 


WASHINGTON, 

230,392. 

Star  Ind— Eve  ex  Su— D 

Post  Ind— Morn  ex  Su— D 

Post  Su 

Post  Ind— Tu— W 

Times  Dem-Morn  &  Eve-Dl 

Times  SuJ 

Herald  Ind— Su— W 


33,ooo 
35,ooo 
50,000 
18,000 
45,ooo 
22,000 
3.000 


•  15 

.15 
.20 

.20 

•15 
.10 
.04 


Memorandum. 


88       ADVERTISING.  J.  WALTER  THOMPSON  CO. 

Self  Culture  Magazine 

Published  Monthly  by  The  Werner  Company,  Akron,  Ohio 

NEW  YORK  OFFICE:  III  FIFTH  AVENUE 

Specimens  of  Type 

SELF  CULTURE,  Should  be  on  your  List. 

(i2-point  MacFarland) 

SELF  CULTURE,  Can  be  Tried  Economically. 

(io-point  MacFarland) 

Self  Culture,  T$  a  Standard  in  tbe  Advertising  Ulorld. 

(i2-point  Bradley) 

Self-Culture,  fia$  a  Great  Paid  Circulation,  Direct  to  Subscribers, 

(io-point  Bradley) 

SELF  CULTURE,  Has  a  Field  Peculiarly  its  Own. 

(io-point  Gushing) 

SELF  CULTURE,  Has  Long  Passed  the  Experimental  Stage. 

(8-point  Gushing) 

SELF  CUL  TUREf  Is  an  Acknowledged  Medium  for  Returns. 

(12  and  io-point  Jenson  Italic) 

SELF  CULTURE,  Is  a  High-Class  Literary  Magazine. 

(8-point  Jenson  Italic) 

SELF  CULTURE,  Is  from  Many  Standpoints  the  Greatest  Magazine. 

(i2-point  DeVinne  Extra  Condensed.) 

SELF  CULTURE,  Has  a  Progressive  Buying  Circulation.     First  issue  April,  1895. 

(8-point  DeVinne  Condensed.) 

SELF  CULTURE,  Is  for  Sale  by  Newsdealers  Everywhere. 

(i2-point  Caslon) 

SELF  CULTURE,  Is  Ten  Cents  per  Copy,  One  Dollar  a  Year. 

(io-point  Caslon) 

Self  Culture,  for  Circulation,  See  page  197. 

(i2-point  Satanick.) 

Self  Culture,  Rates  Quoted  Direct  or  by  all  Hdvertising  Hgencics. 

(8-point  Satanick) 

The  above  are  a  few  of  the  most  popular  styles  of  type  used  for  setting  advertisements.  By  a  com- 
bination of  these  with  plain  Roman,  an  effective  display  may  be  had.  All  sizes,  ranging  from  8-point  to 
48-point  and  upwards,  are  usually  carried  in  stock  by  up-to-date  printers. 

Self  Culture  Advertising  Rate.— $80.00  a  page  each  insertion ;  smaller  spaces  pro  rata.  No 
discount  for  time  or  space.  Size  of  page,  5x8  in.,  16  ins.  to  a  page.  Forms  close  5th  of  month  in 
advance.  Sample  Copies  supplied  on  application. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      89 


Leading  Dailies  and  Weeklies — Continued. 


CENTRAL  STATES. 


Esti- 
mated 
Luc. 


6,800 
3,900 

4,200 


1,000 

3,6oo 
1,900 

3,400 


OHIO. 

Akron,  c.b.,  35,000 — Summit  Co. 
Beacon-Journal        Rep-Eve-D] 
Beacon  Rep— Tu  and  Th— SWj 
Democrat  Dem — Eve — D] 

Times-Democrat 

Dem— We— WJ 
Alliance,  8,000— Stark  Co. 
Leader  Dem — Eve — D1 

Leader  Dem— Tu  and  Fr— SWJ 
Review  Rep — Eve — D 

Standard  Review 

Rep— Tu  and  Fr— SW 

Ashtatmla,  8,900— Ashtabula  Co. 

Beacon  Rep — Eve — Dl      1,450 

Telegraph  Rep — We — WJ      1,700 

Bellaire,  10,000 — Belmont  Co. 
Tribune  Rep — Eve — Dl       1,000 

Tribune  Rep— We  &  Sa— SWJ         900 

Bellefontaine,  c.h.,  6,000 — Logan  Co. 
Examiner  Ind — Eve — D]      1,300 

Examiner  Dem — Fr — WJ      1,500 

Index  Rep — Eve — D1      1,000 

Index  Rep — Th — WJ      3,000 

Bucyrus,  c.h.,  6,000 — Crawford  Co. 
Telegraph  Rep — Eve — D         1,200 

Forum  Dem — Eve — D1         800 

Forum  Dem— Fr— WJ      1,800 

Cambridge,  c.h.,  7,000 — Guernsey  Co. 


Jeffersonian 
Jeffersonian 


Ind— Eve— D] 
Ind— Th— WJ 


1,050 
i, 800 


Pubs, 
one  t. 
rate. 


•05 

.05/2 


Memorandum. 


3,100    .05^ 


.04^4 
.04^ 

•03^ 
.07^4 

.02 
.02 


.02 
.OI 


.02 
.02 
.02 
•03 

.03^ 

.01 

.02 


.02 
.02 


•03 
•05 


Canton,  c.h.,  35.000— Stark  Co. 

Journal  Ind — Morn — D  1,500     .02 

News-Democrat  "1 

Dem — Eve — D  3,200 

Democrat  Dem — Th — WJ  4,350 

Repository  Rep — Eve — D  \  5,900 

Repository  Rep— Su— W  7,900 

Repository  Rep — Th — WJ  4,250 

Chillicothe,  c.h.,  13,000— Ross  Co. 

Advertiser  Dem — Eve — D]  1,200 

Advertiser  Dem — Fr — WJ  2,600 

Gazette  Rep — Eve — D1  1,550 

Leader-Gazette     Rep— Sa— WJ  5,400 


.12 


.02 

•03 

.013/4 

.05^ 


90       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


•!.'..  Jahrnnnii.      •;)».    i; 


(Smcinnatt,  Somitoi],  Mn  •;  !.  ^ai,  IS!):.. 


!    DAILY 

fteief  reuse 


i    OUNDAY 

kjreiefcess 
k  26,910 


SFmSSBf 


WUTION  ^ 

^\l4v*  (JVERY  EVENING) 

27,400  o 

f  WEEKLY         j 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      91 


Leading  Dailies  and  Weeklies — Continued. 


CENTRAL  STATES— Ohio. 

Cincinnati,  c.h.,  350,000 — Hamilton  Co 


Pubs, 
one  t. 
rate. 


Abend  Presse  Rep— Eve— D 

Freie   Presse  Rep — Morn — D 

Sonntagsblatt  Rep— Su— W 

Freie  Presse  Rep — We — W 

Anzeiger  Ind — Eve — D 

Anzeiger  Ind — Su— W 

Anzeiger  Ind — Tu — W 

Commercial  Tribune 

Rep— Morn— D 
Commercial  Tribune 

Rep— Su— W 
Commercial  Gazette 

Rep— Tu— W 
Dem — Morn — D 
Dem— Su— W 


27,400 

11,750 

26,900 

9,200 

7,000 

6,800 

4,100 


.06 
.06 
•05 


46,000      .15 
52,000      .15 


38,000 

Enquirer  Dem — Morn — D  ^|  82,000 
Enquirer  Dem — Su — W  180,000 

Enquirer  Dem — Th — WJ  200,000 

Post  Ind— Eve— D     175,000 

Times-Star  Rep— Eve— Dl  150,000 

Times  Rep— Th— W  J    54.ooo 

Volksblatt  Rep— Morn— Dl  13,000 
Westliche  Blaelter  Rep-Su—  23,000 
Volksblatt  Rep— Tu— Wj  13,000 

Volksfreund  Dem— Morn— D  ^  9,400 
Sonntag  Morgen  Dem-Su-W  9,600 
Volksfreund  Dem— We— WJ  12,000 

Circleville,  c.h.,  8,000 — Pickaway  Co. 
Herald  Dem— Eve— D^l  1,200 

i— Tu— WJ 


•  15 
.20 

•25 
•75 
•25 

•  15 
•So 


•09^ 


Herald  Dem— Tu— W  J         900 

Union  Herald     Rep— Eve— Dl         850 
Union  Herald      Rep— Th— WJ      2,200 
Cleveland,  c.h.,  320,000 — Cuyahoga  Co 
Leader  Rep— Morn— D  ]    40,000 

News-Herald       Rep — Eve — D 
Leader  Rep— Su— W 

Leader 

Rep— Tu  Th  and  Sa— TW 
Leader  Rep— Sa— W, 

Plain  Dealer 

Dem — Morn  and  Eve — D 
Plain   Dealer         Rep— Su— W 
Plain  Dealer        Dem— Fr— WJ 
Press  Ind— Eve— D 

Recorder 

Dem — Morn  and  Eve — D 
Waechter  und  Anzeiger  (Ger- 
man) Dem — Eve — D 
Waechter  und  Anzeiger  (Ger- 
man) Dem — Su — W 
Waechter  und  Anzeiger  (Ger- 
man)                Dem— We— W 
World  Rep— Eve— Dl 
World  Rep— Su— WJ 


.02 
.01 
.01 
•03 

.20 


30,000 
48,000 

.20 

.20 

2,400 

23,000 

.20 

30,000 
27,000 
25,000 
106,000 

.16 
.IO 
.16 
.20 

32,000      ,20 


24,OOO 
I9,OOO 


7,OOO 
25,000 
23,000 


Memorandum. 


.12 
.12 


92       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  /Viodern  Priscilla 


ft^Biit  »»«.•• 


STUDIED  by  women  who  do 
Fancy  Work 


the  very  best  in- 
structions and  latest  designs 
for  every  branch  of  ARTISTIC 
NEEDLEWORK,  and  offers  helpful 
suggestions  and  advice  to  those 
who  are  FURNISHING  HOMES. 
Women  discuss  these  matters 
with  their  friends  and  CONSULT 
THE  MODERN  PRISCILLA  to  settle 
all  points  of  doubt.  :::  :::  :::  :::  ::: 

For  Sample  Copy  and  Advertising 
Rates  address 

A.  §.  $ARNES,  Agent 


no  Boylston  St. 
BOSTON 


170  Fifth  Avenue 
NEW  YORK 


Advertisement 
Composition 

SET  up  advertisements 

for  many  of  the  largest 

advertisers     in    Chicago 

and  vicinity.      My  printing 

plant  is   especially    adapted 

to  and  my  help  trained  to 

the   needs    of  this    line  of 

business.    Orders  entrusted 

to  me  will  receive   prompt 

and  personal  attention. 

P.  C.  DARROW, 

TYPOGRAPHER 

at  358  Dearborn  Street, 
CHICAGO 


HEERFUL 
MOMENTS 


Advertisers  are  guaranteed 
circulation  of  not  less  than  100,000 
copies  per  month. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      93 


Leading  Dailies  and  Weeklies — Continued. 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


CENTRAL  STATES— Ohio. 

COI/UMBTJS,  c.h.,  125,000— Franklin  Co. 


Ind— Eve— D 1 
Ind— Th— Wj 
Rep — Morn — D 
Rep— Su— W 


Dispatch 

Dispatch 

Journal 

Journal 

Journal 

Rep— Tu  and  Fr— SW 
Press-Post  Dem— Eve— D 
Press-Post  Dem— Su— W 

Press-Post 

Dem— Tu  Th  and  Sa— TWJ 

Westbote  Dem— Eve— D 1 

Westbote   Dem-Tu   &   Fr-SWJ 

Dayton,  c.h.,  90,000 — Montgomery  Co. 


18,500 

4,500 

13,000 

18,000 

24,300 

22,000 
21,800 

30,000 

4,OOO 
l6,000 


.07 
.10 

.08 

.10 

.15 

.10 

.12 

•15 

•05 
.10 


6,800 

4,500 

14,500 

11,000 

10,800 
4,000 
3,200 

2,800 


.05^ 

'os^ 
•05 

.02^ 
.08^ 

.05 

.02 
.03 
.01 

.02 


.02 

•03 


Herald  Ind— Eve— D] 

Herald  Ind— Th— Wj 

News  Ind — Eve — D1 

News  Ind— Th— WJ 

Press  Ind — Eve — D  ^1 

Press  Ind— Th— WJ 

Journal  Rep — Morn — D  "1 

Journal  Rep — Tu — W  J 

Defiance,  c.h.,  9.000 — Defiance  Co. 
News  Dem — Eve — D^l      1,550 

Democrat  Dem — Th — Wj      2,700 

Express  Rep — Eve — D 1         750 

Express  Rep— Th— Wj      1,700 

Delaware,  c.h.,  9,800 — Delaware  Co. 
Gazette  Rep — Eve — D"|      1,200 

Gazette   Rep— Tu   &   Fr— SWj      3,000 

Bast  Tyiverpool,  13,500 — Columbiana  Co. 
Crisis  Dem — Eve — D1      2,260     .03 

Crisis  Dem— Mo  and  Th— SWj      2,400     .03 

Findlay,  c.h.,  21,000 — Hancock  Co. 

Courier  Dem — Eve — Dl      1,300 

Courier  Dem-Tu  and  Fr-SWj 
Jeffersonian  Rep — Eve — D "| 
Jeffersonian  Rep— Th— WJ 

Republican  Rep-Morn-DI 

Republican 

Rep— Tu  and  Fr— SWJ 

Fostoria,  7,200 — Seneca  Co. 

Review-Dispatch  1 

Rep— Eve— D 
Review-Dispatch 

Rep— Tu  and  Fr— SW 

Fremont,  c.h.,  9,500— Sandusky  Co. 
News  Ind— Eve— Dl      1,350    .02 

News      Ind— Tu  and  Fr— SWj      3,250     .03 


.02 
•03 


2,600 
1,000 
1,900 
3,400 

3,100 


950    .01 
1,000    .02 


Memorandum. 


94       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


5FRANK  LESLIES 
ibNTHi; 


Cover  design  by  A.  B.  Wenzell.    Special  cover  each  month. 
Contributions  by  the  best  known  authors  and  artists. 


i 


Paid*,*,* 
Circulation 


». 


Tt|8 


ol  me 


FOUNDED  1855. 

and  over 
per  month 


RATES  :  $200  per  page  ;  $100  half  -page  ;  $50  quarter-page  ; 
$1.25  per  agate  line.     Preferred  Positions  Extra. 

DISCOUNTS  :  5  per  cent  for  three  months  ;  10  per  cent  for 
six  months  ;  20  per  cent  for  twelve  months. 

Parties  interested  in  Magazine  Advertising  may  have  a  copy  and  full  information  for 

the  asking. 


L 


FRANK  LESLIE  PUBLISHING  HOUSE 
141-143  Fifth  Avenue,  New  York 


— \ 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      95 


Leading  Dailies  and 

Weeklies  Continued. 

Esti- 

Pubs. 

CENTRAL  STATES—  Ohio. 

mated 
Circ. 

°£^t.                          Memorandum. 

Gallipolis,  c.h.,  5,200  —  Gallia  Co. 

Journal                  Rep  —  Eve  —  D  "1 

950 

.Oi 

Journal                  Rep—  We—  Wj 

I.QOO 

•03 

Greenville,  c.h.,  5,800—  Darke 

Co. 

Tribune                 Rep  —  Eve  —  D  ] 

1,000 

.02 

Tribune                 Rep—  We—  Wj 

1,100 

.02 

Hamilton,  c.h.,  24,000—  Butler 

Co. 

Democrat            Dem  —  Eve  —  D] 

3,000 

•03 

Democrat             Dem—  Th—  WJ 

3,400 

•03 

Republican-News                          ^ 

Rep—  Eve—  D 

4,650 

.01^ 

Telegraph              Rep—  Th—  Wj 

4,100 

.01^ 

Ironton,  c.h.,  12,900  —  Lawrence  Co. 

Irontonian       Dem  —  Morn  —  Dl 

1,350 

.02 

Irontonian 

Dem—  Tu  and  Fr—  SWJ 

1,890 

.02 

Republican           Rep  —  Eve  —  D  "] 

1,300 

.02 

Republican            Rep—  Sa—  WJ 

3,350 

•03 

Register                 Rep—  Th—  W 

3,000 

•03 

Kenton,  c.h.,  6,i;oo—  Hardin  Co. 

News-Republican                          ] 

Rep—  Eve—  D  | 

1,150 

.02 

Graphic-News        Ind  —  Fr  —  W 

2,100 

.03 

Republican            Rep—  Fr—  Wj 

1.350 

.02 

Democrat           Dem  —  Eve  —  D  ^ 

1,050 

.02 

Democrat            Dem—  Th—  WJ 

3,100 

•03 

I/ancaster,  c.h.,  8,100  —  Fairfield  Co. 

Eagle                   Dem  —  Eve  —  D^ 

1,100 

.02 

Eagle                    Dem—  Th—  W, 

2,400 

•03 

Democrat         Dem  —  Morn  —  D^ 

900 

.OI 

Democrat             Dem  —  Su  —  W 

1,300 

.02 

Democrat             Dem  —  Fr  —  W^ 

2,400 

•03 

I/ima,  c.h.,  17,000  —  Allen  Co. 

Republican  Gazette 

Rep  —  Morn  ex  Mo  —  D 

2,400 

•03 

Republican  Gazette 

Rep—  Tu  and  Fr—  SW. 

2,250 

.03 

Times-Democrat    Dem-Eve-D" 

3,100 

.03 

Times-  Democrat 

Dem—  Tu  and  Fr—  SWJ 

4,200 

.03^ 

I,orain,  10,500  —  Lorain  Co. 

Herald                   Rep—  Eve—  Dl      1,500 

.02 

Herald                              Fr—  Wj         800 

.01 

Times                              Eve  —  D]      1,100 

.02 

Times                              We—  WJ         750 

.OI 

Mansfield,  c.h.,  16,000—  Richland  Co. 

News                     Rep—  Eve—  Dl      3,500 

.04 

News                       Rep—  Su—  W        3,300 

.04 

News    Rep—  Tu  and  Fr—  SWJ      2,400 

•03 

96       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


^   1  /Vl \l  LJ/VlvLJ    answered  a  simple 
A     ¥^v  "¥   T  •      T^  r        T  r**\          ^-^  f^  inquiry  from  the 

r\  I  J  V    i"v  l\    A    I  L^  r!/  rv  ^    **     VIEWS  concerning 

_     the  results  of  their 
advertising    with 

assurances  of  a  profitable  experience.  When  it  is  considered  that  in 
much  advertising,  from  its  very  nature,  one  cannot  trace  direct  returns, 
and,  further,  that  many  of  the  most  important  advertisers  in  the  REVIEW 
OF  REVIEWS  construed  the  inquiry  as  an  invitation  to  break  their  policy 
of  refusing  "  testimonials,"  the  showing  is  little  short  of  amazing.  It 
is  the  best  word  that  has  been  spoken  for  years  in  favor  of  judicious 
magazine  advertising  in  general,  and  of  advertising  in  the  AMERICAN 
MONTHLY  REVIEW  OF  REVIEWS  in  particular. 

Among  the  firms  who  found  the  Review  of  Reviews  so  profitable  we  notice: 


2  Underwear  Manufacturers. 

3  Advertisers  of  Musical  Instruments. 
2  Architects. 

5  Nurserymen. 

44  Railroad  and  Steamship  Companies 

and  Hotel  Proprietors. 
9  Manufacturers  of  Furniture. 
16  Advertisersof  Bicycles  and  Sundries. 
American  Parlor  Kinetoscope  Co. 
Kutnow  Bros. 

Bausch  &  Lomb  Optical  Co. 
Franco- American  Food  Co. 
James  Pyle  &  Sons. 
Henry  S.  Northrop. 
Gerhard  Mennen  Chemical  Co. 
American  Hair  Cloth  Co. 
Carter's  Ink  Co. 

Pillsbury-Washburn  Flour  Mills  Co. 
Stephen  F.  Whitman  &  Son. 
The  Penn  Mutual  Life  Insurance  Co. 
Gurney  Heater  Mfg.  Co. 
Samuel  Ward  Co. 
Pond's  Extract  Co. 


2  Mfrs.  of  High-grade  Bath  Tubs. 
7  Advertisers  of  Typewriters  and  Sup- 
plies. 

2  Carriage  and  Harness  Manufacturers. 
4  Shoe  Manufacturers. 
9  Advertisers  of  Cameras  and  Supplies. 

2  Manufacturers  of  Silverware. 

3  Advertisers  of  Canoes,  Boats  and 

Launches. 

Armour  Packing  Co. 
Winchester  Repeating  Arms  Co. 
J.  W.  Surbrug. 
Crosby  Frisian  Fur  Co. 
Cluett,  Coon  &  Co. 
Hall  &  Ruckel. 
Marlin  Firearms  Co. 
L.  E.  Waterman  Co. 
Kinnear  &  Gager  Co. 
Interior  Hardwood  Co. 
J.  B.  Colt  &  Co. 
Jos.  Dixon  Crucible  Co. 
J.  B.  Williams  Co. 
Rochester  Radiator  Co. 


Over  one  hundred  Schools,  nearly  a  hundred  Publishers,  and  many  reputable 
firms  that  do  not  classify  easily,  and  for  whom  we  have  not  space  here  for 
individual  mention. 

The  rates  are  but  $200  per  page,  gross. 
The  discounts  run  up  to  20  per  cent  for  time  contracts. 

It  is  a  very  conservative  statement,  in  view  of  the  facts,  to  say  that  every  reputable  advertiser  consider- 
ing a  list  of  magazines  for  1899-1900  should  include  the  REVIEW  OF  REVIEWS. 

Address  THE    REVIEW  OF  REVIEWS  CO.,  13  Astor  Place,  New  York, 

or  J.  WALTER  THOHPSON  CO.,  Times  Building,  New  York. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.       97 


Leading  Dailies  and  Weeklies — Continued. 


CENTRAL  STATES-Ohio. 

MANSFIELD.— Continued. 

Shield  Dem— Eve— D 

Shield  Dem— Su— W 

Shield  and  Banner 

Dem— Tu  and  Fr— SW 


Esti- 
mated 
Circ. 


2,300 
2,900 


3,600 

Marietta,  c.h,,  14,000 — Washington  Co. 
Register  Rep — Eve — D 1      2,000 

Register  Rep— Th— W  } 

Marion,  c.h.,  9,000 — Marion  Co. 


1,700 


Massillon,  12,000 — Stark  Co. 
Independent        Rep — Eve — D  ^1 
Independent 

Rep— Mo  and  Th— SWJ 

Middletown,  8, 100— Butler  Co. 
Journal  Rep — Eve — D  "j 

Journal     Rep-Tu  and  Fr-SWj 


i, 800 
2,200 

1,450 
1,250 

Mount  Vernon,  c.h.,  6.027 — Knox  Co. 
Banner  Dem — Eve — D^  1,200 

Banner  Dem— We  &  Sa— SWJ  2,500 
Republican-News  Rep-Eve-Dl  1,000 
Republican 

Rep— We  and  Sa— SWj      3,100 

Newark,  c.h.,  17,800— Licking  Co. 
Advocate  Dem — Eve — D  ")      2,600 

Advocate  Dem— Th— W  }      4,200 

Tribune  Rep— Eve— D  \ 

Tribune  Rep— Th— WJ 

Niles,  4,800— Trumbull  Co. 
News  Rep — Eve — D  "| 

News  Rep— Th— WJ 

Norwalk,  c.h.,  9.000— Huron  Co. 
Chronicle          Rep— Morn— D  "I      1,500 
Chronicle  Rep— Th— Wj      2,200 

Reflector  Rep— Eve— Dl      1,200 

Reflector      Rep-Tu  &  Fr-SW  |      1,250 

Painesville,  c.h.,  5,100— Lake  Co. 
Telegraph  Rep— Eve— D1      1,100 

Telegraph  Rep— We— Wj      1,600 

Piqua,  12,000— Miami  Co. 

Call  Rep— Eve— D]      1,600 

Helmet  Rep— Th— Wj      1,200 


2,200 
3,400 


I,50O 
1,000 


Pubs, 
one  t. 
rate. 


•0454 

•05^ 

.07^ 


•03 
.02 


Mirror 
Mirror 
Star 
Star 
Transcript 
Transcript 

Dem—  Eve—  D  1 
Dem—  Th—  WJ 
Ind—  Eve—  D  ] 
Rep_  Fr—  WJ 
Rep—  Eve—  D  ] 
Rep—  We—  WJ 

1,  800      .02 
1,  8OO      .02 
2.600      .03 

1,900    .01 

1,  800      .02 
2,800      .03 

.02 

•03 


.02 
•03 

.02 

•03 

•02^ 

•03^ 
.03/2 
.03^ 

.02 
.02 


.02 

.03 

.02 
.02 


.02 

.02 


.05^ 
.05^2 


Memorandum. 


98       ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


MAGAZINE 


fi  QUEEN 


/SEW  YORK  CITY 


S  U 


Of  THE  DAY;n 


,J 

V-  ljo>\e  LITERATURE: 
;;  HOUSEHOLD  HI^TS-. 
P\.NCY  WORK-. 

;  ;  (l;RReNT  "JOP1CS: 

•>  POPULAR  pan  ON? 


f  THE- A<  CALL  C° 

138  TO  146 


Circulation  over  140,000 
Copies  /Wonthl\J 

CIRCULATION  BOOKS  OPEN  TO  ALL  ADVERTISERS 

THE   McCALL  COMPANY,   138-146  West  14th  Street,  NEW  YORK 

k^SM-X^XS^NV 

sX^x»^>^-»^>^,^X^,^X^>^,^ 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.      99 


Leading  Dailies  and 

Weeklies  —  Continued. 

Esti- 

Pubs. 

CENTRAL  STATES—  Ohio. 

mated 
Circ. 

one  t-                            Memorandum, 
rate. 

Portsmouth,  c.h.,  16,900  —  Scioto  Co. 

Blade                    Rep—  Eve—  Dl      1,600 

.02 

Blade    Rep—  We  and  Sa—  SWJ      3,600 

•03 

Times      Dem—  Eve  ex  Su—  D]      1,800 

.02 

Times                     Dem—  Sa—  W  J      3,000 

•03 

Salem,  6,100  —  Columbiana  Co. 

News                     Rep  —  Eve  —  D  " 

1,  6OO 

.02^4 

Republican-Era 

Rep—  Tu  and  Fr—  SW, 

2,250 

.02^4 

Sandusky,  c.h.,  24,500—  Erie  Co. 

Journal                Dem  —  Eve  —  Dl      1,800 

.02 

Journal                 Dem—  Sa—  W  J      1,600 

.02 

Register             Rep  —  Morn  —  D  1      2,900 
Register                 Rep  —  Tu  —  W  J      3,000 

.035^ 
.03^ 

Sidney,  c.h.,  5,100  —  Shelby  Co. 

News                     Ind  —  Eve  —  D 

950 

.02 

Democrat             Dem—  Fr—  Wj      2,250 

•03 

Springfield,  c.h.,  33,000—  Clark  Co. 

Democrat           Dem  —  Eve  —  D  ]      3,750 

•03 

Democrat            Dem—  Th—  Wj      3,200 

•03 

Gazette                 Rep—  Eve—  D  }      3,600 

.03^ 

Gazette                  Rep—  Th—  Wj      2,800 

-03^ 

Sun                      Ind  —  Morn  —  D  " 

5,350 

.03^ 

Sun        Ind—  Tu  and  Fr—  SW, 

1,500 

.0354 

Republic-Times 

Rep—  Eve—  D 

3,200 

•0754 

Republic                Rep—  Th—  W 

3,700 

.0754 

Rural  Times        Rep—  Mo—  W. 

3,550 

.0754 

Steubenville,  c.h.,  i4,ooo--Jefferson  Co. 

Gazette                Dem—  Eve—  D"|      1,200 

.02 

Gazette                  Dem—  Fr—  Wj      1,500 

.02 

Herald-Star          Rep—  Eve—  D  ' 

2,IOO 

•03 

Herald-Star           Rep—  Fr—  W  J 

3,400 

.03 

Tiffin,  c.h.,  12,000  —  Seneca  Co. 

Advertiser           Dem—  Eve—  D1      1,680 

.02 

Advertiser  Dem-Tu  &  Fr-SWj      4,500 

•05 

News                   Dem—  Eve—  D\        95o 

.01 

News  Dem—  Tu  and  Th—  SWJ      3,600 

.03 

Tribune  and  Herald 

Rep—  Eve—  D 

I,2OO 

.02 

Tribune      Rep-Tu  and  Fr-SW. 

2,250 

•03 

Toledo,  c.h.,  85,000  —  Lucas  Co. 

Bee                      Dem  —  Eve  —  D  ' 

12,700 

.0754 

Bee                        Dem—  Su—  W 

13,500 

.0754 

Bee                       Dem—  Th—  W. 

12,500 

.0424 

Blade                    Rep—  Eve—  D' 

22,8OO 

.0754 

Blade                     Rep—  Th—  W. 

I7O,OOO 

•75 

Commercial       Ind  —  Morn  —  D" 

12,000 

.10 

Commercial             Ind—  Su—  W, 

10,000 

.12 

100     ADVERTISING.  J.  WALTER  THOMPSON  CO. 


HARPER'S 
WEEKLY 


IS  without  a  peer 

IN   its  field. 

EVERY  week  it  reaches  the 

MONEY=SPENDINQ  class  in  the 

HOME  and  in  the  club. 


HARPER    &    BROTHERS,   Publishers 
Franklin    Square,       New  York,  N.  Y. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     101 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


CENTRAL  STATES— Ohio. 

TOLEDO— Continued. 

News  Ind — Eve — D^l    23,000    .07^4 

Tri-State  Farm  News 

Agri— Th— WJ      5,750 
Express  Rep — Eve — D  \      6,200 

Express  Rep — Th — WJ    11,000 

TJrbana,  c.h. ,  7,800 — Champaign  Co. 
Times-Citizen      Rep— Eve— D"!      1,150 
Citizen  and  Gazette 

Rep— Mo  and  Th— SWJ      2,300 
Vanwert,  c.h.,  5,512 — Van  Wert  Co. 
Bulletin  Rep— Eve— D'l      1,025 

Bulletin  Rep— Tu and  Fr— SWJ      1,540 

Warren,  c.h.,  6,800 — Trumbull  Co. 
Chronicle  Rep — Eve — D]      1,460 

Chronicle  Rep— We— WJ      2,000 

Tribune  Rep— Eve— Dl      1,250 

Tribune  Rep— Fr— WJ      2,380 

Wooster,  c.h.,  6,180 — Wayne  Co. 

Rep— Eve— Dl      1,050 
Rep— We— WJ 


Republican 
Republican 
Xenia,  c.h.,  9,400— Greene  Co. 

Gazette  and  Torchlight 

Rep— Eve— D 

Gazette  and  Torchlight 

Rep— Tu— WJ 


2,000 


.07^4 
.07^4 
.0754 

.02 
•03 

.02 
.02 


.02 

•03 
.02 

.03 

.02 

.02 


1, 6OO      .02 
2,500      .03 


Youngstown,  c.h.,  40,000— Mahoning  Co. 
Telegram  Rep— Eve— D^|      8,700     .07^4 

Telegram    Rep-Mo  &  Th-SWj      4,800    .07^4 
Vindicator  Dem— Eve— D]      9,150     .07^4 

Vindicator  Dem— Su— W        6,500    .07^4 

Vindicator  Dem— Th— Wj      6,900    .07^4 

2/anesville,  c.h.,  24,000 — Muskingum  Co. 
Courier  Rep— Eve— D]      2,300    .03^ 

Courier  Rep— We— Wj 

Press  Ind— Eve— Dl 

Press  Ind— We— WJ 

Signal  Dem— Eve— Dl 

Signal  Dem— Mo  &  Th— SWj 
Times-Recorder  Rep-Morn-D 
Times-Recorder  Rep— Su— W 
Times-Recorder  Rep— Th— W 

INDIANA. 

Anderson,  c.h.,  15,000— Madison  Co. 

Bulletin  Ind— Eve— D  2,800 

News  Dem— Eve— D1  2,850 

Democrat  Dem-Tu  &  Fr-SWj  2,800 

Herald  Rep — Morn — D1  1,200 

'r— WJ 


5,200 
1,200 
800 
2,400 
4,600 
2,800 

2,100 
3.750 


.07^4 

.02 
.OI 

.0354 

•05 

.03^ 


.05 


Herald 


Rep— Fi 


1,000 


.02 
.02 
.02 
.02 
.02 


Memorandum. 


102    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Cb*  Cedger 


AN  ILLUSTRATED 
HOME  &  & 
PUBLICATION 

With   beautifully   Litho- 
graphed Covers. 


CIRCULATION 

FROM 

NOVEMBER,  1898,  TO  JUNE,  1899, 
INCLUSIVE. 


November, 

-      -      152,135 

December,    - 

-   150,000 

January 

200,034 

February, 

-   197,080 

March,  - 

154,850 

April, 

-   153,764 

May, 

155,738 

June, 

-    155,000 

8)1,318.601 

164,825 

ROBERT  BONNER'S  SONS, 

Publishers. 


75 


CENTS  PER 
AGATE  LINE 
FLAT. 


Forms  Close  on  the  FIRST 
DAY  of  each  month,  for 
issue  of  month  following. 

E.  P.  CONE, 

Mqr.  Advertising  Dept. 
Ledger  Building,  NEW  YORK  CITY 


THE 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     103 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

CENTRAL  STATES-Indiana.                'gfjj?    ™£                        Memorandum. 

Brazil,  c.h.,  5,905—  Clay  Co, 

Times                              Eve  —  D")      1,400    .02 

Times               Tu  and  Fr—  SWJ      1,200    .02 

Columbus,  c.h.,  6,719  —  Bartholomew  Co. 

Republican           Rep—  Eve—  D')         800    .0254 

Republican            Rep—  Th—  WJ      1,400    .02^ 

Herald                 Dem—  Eve—  D]         800     .01 

Herald                  Dem  —  Fr  —  Wj      1,500    .02 

Crawfordsville,  c.h.,  6  089  —  Montgomery  Co. 

Argus-News       Dem  —  Eve  —  D]      1,200     .oi^4 

Argus-News         Dem—  Sa—  WJ      1,900    .01  24 

Journal                 Rep  —  Eve  —  D^      1,400    .02^4 

Journal                   Rep  —  Fr  —  WJ      3,400    .O2>4 

Elkhart,  11,360—  Elkhart  Co. 

Review                 Rep  —  Eve  —  Dl      1,900    .02 

Review  Rep  —  We  and  Sa—  SW  }         700     .01 

Truth                   Dem  —  Eve  —  D^      1,700    .02 

Truth                    Dem—  Th—  WJ      1,400    .02 

JJvansville,  c.h.,  50,756  —  Vanderburg  Co. 

Courier             Dem  —  Morn  —  D^|      7,850     .05 

Courier                 Dem—  Tu—  WJ      8,500     .05 

Demokrat        Dem—  Morn—  D]      3,200     .03 

Demokrat             Dem—  Su—  W        3,600     .03 

Demokrat  Dem-Tu  &  Fr-SWj      6,200     .11 

Journal               Rep  —  Morn  —  D"|      2,200    .10 

News        Rep  —  Eve  ex  Su  —  D        6,400    .10 

Tournal-News      Reo—  Mo—  WJ      1,000     .05 

Fort  Wayne,  c.h.,  35.393—  Allen  Co. 

Freie  Presse         Ind—  Eve—  D1       1,500     .01^ 

Freie  Presse         Ind—  Th—  WJ         900    .01^ 

Gazette              Rep—  Morn—  D]      4,000    .06^4 

Gazette                   Rep—  Su—  W        3,000    .06^4 

Gazette                  Rep—  Th—  Wj      4,500    .02^4 

Journal             Dem—  Morn—  D^      3,900     .03^4 

Journal                  Dem—  Su—  W  |      3,800     .03^4 

Journal                 Dem—  Th—  WJ      4,400    .04^4 

News                     Rep—  Eve—  D]      3,500    .03 

News                      Rep—  Fr—  WJ      1,100    .02 

Sentinel               Dem—  Eve—  D  |      5,900     .02^4 

Sentinel                 Dem—  Sa—  WJ      3,000     .02 

Staats-Zeitung  Dem—  Eve—  D]      1,000     .02 

Staats-Zeitung    Dem—  Tu—  Wj      1,950     .02 

Frankfort,  c.h.,  5,919—  Clinton  Co. 

Times  Ind—  Morn  ex  Mo—  D^      1,500    .02 

Times                       Ind—  Su—  W         1,800     .02 

Times                      Ind—  Sa—  Wj      3,4OO    .03 

Goshen,  c.h.,  6,033  —  Elkhart  Co. 

Democrat           Dem—  Eve—  Dl      1,100    .02 

Democrat  Dem-We  &  Sa-SWJ      1,500    .02 

News                      Ind—  Eve—  D]      1,400    .01^ 

News   Ind—  We  and   Sa—  SWJ      2,200    .02 

104     ADVERTISING.  J.  WALTER  THOMPSON  CO. 


THE  WEST'S  OPINION  : 

I 

"  PEARSON'S    has  taken  its  place   beside   Munsey's,    McClure's 
and  the  Cosmopolitan. — Chicago  Tribune. 


"The  Great  10  cent  Magazine" 

PEARSON'S 

is   the   only   magazine  issued 
on   the    i  ^th    of  the   month 


Present  price  for    100,000    (guaranteed}    circulation 

$150  per  page;    $120  per  page  if  three 

pages  are  used  in  a  year 


THE  EAST'S  ENDORSEMENT: 

"Superb  photographic  reproductions,  graphic  illustrations — 
the  price  does  not  begin  to  represent  the  wealth  of  matter  in 
PEARSON'S. — Boston  Globe. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     105 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

CENTRAL  STATES-lndiana.                "??     rate!"                          Memorandum. 

Hammond,  5,428  —  Lake  Co. 

Leader                  Rep—  Eve—  D        3,000    .03 

Tribune                Rep  —  Eve  —  Dl      1,200    .02 

Tribune                Rep—  We—  Wj      1,800    .02 

Huntington,  c.h.,  7,328  —  Huntington  Co. 

Herald                  Reo—  Eve—  D]      1,300    .02 

Herald    Rep—  Tu    &   Fr—  SWJ      1,600    .02 

News-Democrat    Dem-Eve-D]      1,100    .013/4 

News-  Democrat 

Dem—  Tu  and  Fr—  SWJ      2,430    .03^ 

INDIANAPOLIS,  c.b.,  105,436—  Marion  Co. 

Tribuene                Ind—  Eve—  D]      4,650    .03 

Tribuene                 Ind—  Su—  WJ      4,725     .03 

Journal               Rep—  Morn—  D]     14,500     .05 

Journal                   Rep—  Su—  W  1    14,000    .05 

State  Journal       Rep—  We—  WJ      5,630 

News                      Ind—  Eve—  D      44,000    .12 

Sentinel            Dem  —  Morn  —  D]    12,400     .10 

State  Sentinel 

Dem  —  We  —  W  J    20,000    .25 

Sun                         Ind  —  Eve  —  D       18,000     .10 

Telegraph  (German) 

Dem—  Morn  ex  Su—  D        2,800    .03 

Spottvogel           Dem—  Su—  W        5,325     .05 

Volksblatt     und        Telegraph 

(German)      Dem—  Sa—  WJ      4,500    .03 

Jeffersonville,  c.h.,  10,666  —  Clark  Co. 

News                   Dem—  Eve—  D]      1,500    .03^ 

Nat.   Democrat  Dem—  Fr—  WJ      2,300    .02 

Xokomo,  c.h.,  8,261  —  Howard  Co. 

Dispatch         Dem—  Morn—  D^|      1,400    .02 

Dispatch  Dem-We  &  Sa—  SWJ      1,800    .02 

News                               Eve—  D]      1,350    .02 

News                                 Sa  —  WJ      1,100    .02 

Tribune                           Eve—  D  ]      1,300    .02 

Tribune           Tu  and  Fr—  SWJ      1,800    .02 

I/afayette,  c.h.,  16,243  —  Tippecanoe  Co. 

Call                                  Eve—  D]      3,800    .04^ 

Call                                    Sa—  WJ      4,000    .08^ 

Courier                 Rep—  Eve—  D]      3,000     .03^ 

Courier                   Rep—  Tu—  WJ      4,200     .05^ 

Journal             Dem—  Morn—  D^|      4,000    .11 

Journal                  Dem—  Fr—  WJ      4,250     .11 

I^aporte,  c.h.,  7,126  —  Laporte  Co. 

Argus                  Dem—  Eve—  Dl         900    .01 

Argus                    Dem—  Th—  WJ      1,200     .02 

Herald                  Rep—  Eve—  Dl      1,200    .oi^4 

Herald                   Rep—  Th—  WJ      i,435     -O?1A 

106     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Minimum 
Circulation 


Copies 
Each  Month 


SHOULD  MARRIED  WOMEN  FOLLOW  PROFESSIONS?  *   *  BY  SARAH  GRAND 


Advertisers   are  continuous  customers   because  of  returns. 

Advertising  Rates  $1.50  Per  Line. 


T»TTT^        T^T    ¥    ¥O 

iHr      rl       IS 

I  A  11*1        Iwl^l^lO 


TEMPLE  COURT,  NEW  YORK 
BOYCE  BUILDING,  CHICAGO 
227  WASHINGTON  ST.,  BOSTON 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     107 


Leading  Dailies  and  Weeklies — &>ntinued. 


Esti- 


CENTRAL  STATES—  Indiana. 

I/ogansport,  c.h.,  13,328  —  Cass  Co. 
Journal  Rep  —  Morn  —  Dl      1,200 

Journal    Rep-Tu  and   Fr-SWj 
Pharos  Dem—  Eve—  D^ 

Pharos  Dem—  We  &  Sa—  SW  J 
Reporter  Ind—  Eve—  D  ) 

Reporter  Ind—  Tu  &  Fr—  SWJ 


i,5ou 
1,500 
2,500 

2,200 
2,000 


2,300 
i, 600 
1,500 
1,200 
i, 600 
1,550 


Madison,  c.h.,  8,936 — Jefferson  Co. 
Courier  Rep — Eve — D"|      1,200 

Courier  Rep — We — W  J      2,000 

Democrat  Dem — Eve — D 1         900  ") 

Democrat  Dem-Tu  &  Fr-SWj      2,000  / 

Marion,  c.h., 8, 769 — Grant  Co. 
Chronicle  Rep — Eve — D1 

Chronicle  Rep-Tu  and  Fr-SWJ 
Leader  Dem — Eve — D  ] 

Leader  Dem— Tu  and  Fr— SW  J 
News  Rep — Morn  ex  Mo — D'| 
News  Rep— Tu  and  Fr— SWj 

Michigan  City,  10,776 — Laporte  Co. 

Dispatch  Dem — Eve — D1  1,200 

Dispatch  Dem— Th— Wj  1,600 

News  Rep — Eve — Dl  1,750 

News  Rep — We — Wj  1,550 

Muncie,  c.h.,  11,345— Delaware  Co. 
Herald  Dem — Eve — D 1      2,300 

Herald  Dem— Fr— Wj      2,000 

News  Rep — Morn  ex  Mo — D1 
News  Rep— We— WJ 

Times  Rep— Eve— Dl 

i— Wj 


Pubs, 
one  t. 
rate. 


.02 

.02 
.02 
.02 

.0214 

.03/2 

.05^ 
.05^ 


Times 


Rep—  Th 


2,500 

2,000 
2,400 


New  Albany,  c.h.,  21,059— Floyd  Co. 


Ledger 
Ledger 
Tribune 
Tribune 


Dem— Eve— D 1 
Dem— We— Wj 
Rep— Eve— D  ] 

^r— Wj 


i, 600 
4,000 
1,050 
1,300 


Rep— F 
Peru,  c.h.,  7,028 — Miami  Co. 

Journal  Ind— Eve— D  1,100 

Sentinel      Dem- We  &  Sa-SW  3,150 

Republican  Rep— Th— W  3,000 

Richmond,  c.h.,  16,608— Wayne  Co. 

Item  Ind— Eve— D 1  2,600 

Item      Ind— Tu  and  Fr— SWJ  1,100 

Palladium  Rep— Eve— D1  2,100 

Palladium  Rep— Th— WJ  2,500 

Sun-Telegram    Dem— Eve— D]  1,800 

Sun-Telegram     Dem— Th— Wj  2.000 


.02 

.02 
.02 

.02 
.02 
.02 


.02 

.02 

•oi}4 

.013/4 


.02 
.02 


.02 
.02 


•02J4 

.0454 

.02 

.02 


.02 
•03 
.03^ 

.0134 

.0134 

.0134 

.0134 

.06 

.06 


Memorandum. 


108     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


DAILY  AND  SEMI-WEEKLY 

Tolhezeitung 


Volkszeitung  Printing  & 

Publishing  Co.  The  Volkszeitung  is  the  only 

C'T'     Tl  A  T  TT       TITrrK.TTVT         German  daily  paper  in  Min- 
ST*  PAUL,   MINN*       nesota.     It  is  published  in  a 

city  that  has  a  German  popu- 
lation of  50,000  and  is  read  by  6,000  wide-awake  and  progressive 
people  every  evening.  The  Semi-Weekly  covers  the  Northwest 
to  the  Pacific  coast,  20,000  paid  subscribers.  The  facilities  for 
news-getting  of  the  Volkszeitung  equal  that  of  the  best  German 
Dailies  of  this  country.  The  steady  growth  of  its  advertising 
patronage  is  the  very  best  evidence  of  its  value  as  a  medium  for 
reaching  the  German  public. 


TRAINED 
MOTHERHOOD 


:-MOTOERttOOD-COMPANY  HEW  YORK 

ONE  DOLLAR  A  Y"AR 


TRAINED 
MOTHERHOOD 


cA  Monthly  Journal,  for  the 
Young  Wife,  Mother  and  Child 

This  is  a  journal  of  48  pages,  5  1-2x8,  ex- 
clusive of  advertising. 

Every  month  TRAINED  MOTHERHOOD 
reaches  15,000  young  mothers,  anxious  to 
obtain  all  possible  information  on  every  sub- 
ject that  can  in  any  way  contribute  to  the  wel- 
fare of  herself  and  child. 

It  is  edited  by  a  physician  of  national  repu- 
tation as  a  writer  and  author.  Its  contributors 
include  the  best  known  writers  on  Diseases 
of  Children;  Kindergarten  Work;  Care  of 
Children;  Expectant  Motherhood;  and  other 
branches  of  especial  value  to  the  young  mother 
and  her  child. 

No  journal  in  the  world  covers  this  field  as 
exclusively  and  completely.  It  appeals  to  a 
special  class  of  readers  that  is  probably  more 
intensely  interested  in  everything  that  pertains 
to  their  condition  than  is  the  case  with  any 
other  class. 

THE  MOTHERHOOD  COMPANY,  Publishers,  l3'21  pRA01f  »•$ T,VORK 

Yearly,  $1.00.     Copy,  10  Cents. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING. 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 


CENTRAL  STATES  -Indiana. 
Shelbyville,  c  h.,  5,451—  Shelby  Co. 

Democrat  Dem  —  Eve  —  D  1  2,400 

Shelby  Democrat  Dem-Th-W  I  3,400 

Republican  Rep—  Eve—  Dl  1,000 

Republican  Rep-Tu  &  Fr-SWJ  1,500 

South.  Bend,  c.h.,  21.819  —  St.  Joseph  Co 

Times  Dem—  Eve—  Dl      1,750 

Times  Dem—  Tu  and  Fr—  SWJ      1,600 
Tribune  Rep  —  Eve  —  D  }      3,000 

Tribune  Rep—  Fr—  WJ       1,700 

Terre  Haute,  c.h.,  30  217  —  Vigo  Co. 


Pubs, 
one  t. 
rate. 


.02^4 

.02 

.02 


.02 
.02 

•03 
.02 


Express  Rep — Morn — D 

Express  Rep — Su — W 

Express 

Rep— Tu  and  Fr— SW 
Gazette  Dem— Eve— Dl 

Gazette  Dem— Th— WJ 

Tribune  Ind— Eve— D  ] 

Tribune  Ind— We— W  J 

Sat.  Eve.  Mail       Ind— Sa— W 
Vincennes,  c.h.,  8,853 — Knox  Co. 


4,400 
5,200 

3,600 
5,000 


•07^4 

.0754 


3,8oo 
2,300 
3,500 


Commercial 
Commercial 
Sun 
Western  Sun 

Wabash,  c.h. 
Plain   Dealer 
Plain  Dealer 


Rep-Morn-D] 
Rep_Fr— WJ 
Dem— Eve— D 1 
i— Fr— WJ 


1,200 
800 


1,450 
3,500 
850 
Dem— Fr— WJ      2,500 

5,105 — Wabash  Co. 
Reo— Eve— Dl      1,000 
Rep— Fr— WJ      2,500 
Times  Dem— Morn  ex  Mo— Dl         900 
Times  Dem— Fr— WJ      1,400 

ILLINOIS. 

Alton,  10,294 — Madison  Co 
Republican          Rep— Eve 
Republican  Rep— Th— 

Sentinel-Democrat 

Dem^-Eve  ex  Su 
Sentinel-Democrat 

Dem— Th 

Telegraph  Rep— Eve 

Telegraph  Rep— Th 

Aurora,  19,688 — Kane  Co. 
Beacon     Rep — Eve  ex  Su — D1 
Beacon  Rep— We  &  Sa— SWJ 
Post      Ind — Eve  ex  Sa  and  Sul 
Post  Ind — SuJ 

Express  Ind — Morn  ex  Su — Dl 
Herald-Express 

Ind— Tu  and  Fr— SWJ 
News  Rep — Eve  ex  Su — D1 
News  Rep— Tu  and  Fr— SW  I 


Dl 

WJ 

-D 

-D' 
W 


•03 
•03 
•03 


.02 
•03 
.01 
.02 


.OI 
.02 
.01 
.02 


.02 
.OI 


1,500      .03^ 


1,750 
I,OOO 
1,200 


.03^ 

.02 
.02 


1,450  .04 

1, 8OO  .O7J4 

1,200  .03 

i,75o  .03 

i, 600  .03 

1,000  .03 
4,100 

1,500  .04 


Memorandum. 


110     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE    DAILY    JEWISH    COURIER 

l«rr  Tpfasya 


MM  87  t  W«t  Itth  Str.-t. 


•8TABLI8HBD  I8S7. 


.E-1C3  V  =  1  2  C=V  "  274  D't^ 


No.  Id  Chicago  ft  Bt.  tx>ul»  July  12.  1889 -o-nr  i 


<rR6»T  PAPERS 


CIRCULATION 

Daily  6,000    Weekly  12,000 


Journal  in  city  to  publish 
a  Sunday  afternoon  edition. 
They  reach  the  Hebrew  popula- 
tion as  nothing  else  can,  many  of 

whom  cannot  read  English, 
£3    while  all   prefer   their 
native  tongue. 


Address  THE  JEWISH  COURIER 
274  West  12th  Street.  Chicago,  111. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     Ill 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

CENTRAL  STATES-IHinois.                  c?rc.d     rate!'                          Memorandum. 

Belleville,  c.h.,  15,361—8!.  Clair  Co. 

News-Democrat                            1 

Dem  —  Eve  ex  Su  —  D         1,075     .02 

News-Democrat      Dem-Th-WJ      2,300    .03 

Advocate                Rep  —  Fr  —  W         1,500     .02 

Belvidere,  c.h.,  8,000  —  Boone  Co. 

Northwestern        Rep-Morn-D"]      1,500     .02 

Northwestern        Rep  —  Fr  —  WJ      2,200     .03 

Republican               Rep-Eve-Dl      1,300    .02 

Republican            Rep—  Th—  WJ      1,800    .02 

Bloomington,  c.h.,  20,484  —  McLean  Co. 

Bulletin              Dem—  Eve—  D^      2,800    .05^ 

Bulletin                                     Su        3,500    .05^ 

Bulletin                 Dem—  Fr—  WJ      3,000    .05^4 

Leader                 Rep—  Eve—  Dl      2,500    .08*4 

Leader                                      Su        2,900    .08  % 

Leader                   Rep—  Fr—  Wj      3,100    .06^4 

Pantagraph       Rep  —  Morn  —  D        6,000    .05 

Cairo,  c.h.,  15,000  —  Alexander  Co. 

Bulletin            Dem—  Morn—  Dl      1,250    .03^ 

Bulletin                Dem—  Tu—  Wj      1,000    .03^ 

Telegram              Ind—  Eve—  D~]      1,000    .02 

Telegram                Ind—  Su—  Wj      1,200    .02 

Champaign,  6,000—  Champaign  Co. 

Gazette     Rep  —  Eve  ex  Su—  D1      1,100    .02 

Gazette                 Rep—  We—  Wj      2,000    .02 

News        Rep  —  Eve  ex  Su  —  D'l      1,476    .02 

News  Rep—  We  and  Sa—  SWj      4,400    .05 

Chicago,  c.h.,  1,960,000  —  Cook  Co. 

Abendpost            Ind—  Eve—  D      35,ooo    .15 
Chronicle         Dem—  Morn—  D]    70,000     .20 

Chronicle              Dem—  Su—  Wj  110,000     .30 

Democrat  Dem-Eve  ex  Su-DI    62,000    .15 

Dispatch               Dem—  Sa—  Wj    30,000    .10 

Drovers'  Journal  Com-Eve-DI    37,000    .15 

Drovers'  Journal    Tu&Fr-SW      15,890    .12 

Drovers'  Journal            Th—  Wj    14,300    .12 

Freie  Presse                                 1 

Ind—  Morn  and  Eve—  D      36,000    .i2l/2 

Freie  Presse             Ind-We-Wj    23,000    .15 

Post           Ind  —  Eve  ex  Su  —  D      25,000    .20 

Inter  Ocean     Rep—  Morn—  D"|    63,000    .30 

Inter  Ocean                            Su      80,000    .30 

Inter  Ocean          Rep—  Tu—  Wj  130,000    .75 

Jewish  Courier        Ind-Eve-D]      6,000    .12 

Chicago  Weekly                     Wj    12,000    .15 

Journal                 Rep  —  Eve—  D     120,000    .20 

112     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


SCANDINAVIAN 


£&%% 


There  are  Two  Millions 

Thrifty,   Progressive   and    Prosperous 

Scandinavians 

in  the  Great  Northwest 

s3     All  Americanized  and  patriotic,  but  they 
like  a  paper  in  their  native  language. 

'Reach  them  by  using  this  up-to-date  newspaper. 

AVERAGE     ^  Daily,    -    -    -    -    17,526 
CIRCUL  ATIONy  Sunday,  -    -    -      17278 
z8g8  \  Semi-Weekly,  -  44,468 

It  has  the  largest  circulation  of  any  Scandinavian 
paper  in  the  world. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     113 


Leading  Dailies  and  Weeklies  —  Continued^ 

Esti- 

Pubs. 

CENTRAL  STATES—  Illinois. 

mated 
Circ. 

one  *•                         Memorandum. 
rate. 

CHIC  A  G  O.—Con  tin  ued. 

Record                Ind  —  Morn  —  D" 

|  174,568 

•25 

News                      Ind  —  Eve  —  D 

J  257,157 

•30 

Republican           Rep  —  Eve  —  D 

50,000 

•15 

Skandinaven                    Ind  —  D 

17,500 

.  IO 

Skandinaven                             Su 

17,000 

.15 

Skandinaven                               W 

44,000 

.15 

Times-Herald    Ind  —  Morn  —  Dl    74,000 

•30 

Times-Herald                           SuJ  106,000 

.40 

Tribune  Rep  —  Morn  ex  Su  —  D]  150,000 

•30 

Tribune                                      SuJ  175,000 

.40 

Danville,  c.h.,  11,491  —  Vermilion  Co. 

Commercial          Ind  —  Eve  —  D 

1        2.200 

.01 

Commercial  Ind-Tu  &  Fr-SWj      1,800 

.01 

News     Rep  —  Morn  ex  Su  —  D]       1,400 

.02 

News                      Rep—  Th—  W  J      3,800 

•03 

Press    Dem  —  Morn  ex  Mo  —  D^ 

1       1,900 

.02 

Press                    Dem—  We—  W  J      2,425 

•03 

Decatur,  c.h.,  16,841  —  Macon  Co. 

Bulletin                  Ind—  Eve—  Dl      1,500 

.01 

Bulletin-Sentinel    Ind—  Sa—  WJ      1,800 

.01 

Herald-Dispatch 

Ind  —  Morn  ex  Mo  —  D 

3,100 

•03 

Herald-Dispatch 

Ind—  We  and  Sa—  SWj      3,650 

-03 

Republican           Rep—  Eve—  D  1      2,700 

•03 

Republican            Rep—  Th—  W  i      2.450 

•03 

Review             Dem—  Morn—  Dl      3,250 

•03 

Review     Dem-Tu  and  Fr-SWj      3,000 

•03 

Dixon,  c.h.,  5,200—  Lte  Co. 

Telegraph             Rep—  Eve—  D  ' 
Telegraph              Rep—  Th—  W  , 

1,250 

1,125 

.02 

.07^4 

Sun                       Dem—  Eve—  Dl      1,150 

.02 

Sun                        Dem—  Th—  WJ      1,650 

.02 

Bast  St.  lyouis,  15,200—  St.  Clair  Co. 

Journal                   Ind  —  Eve  —  D 

3,300 

•03 

Elgin,  23,000  —  Kane  Co. 

Courier                 Rep  —  Eve  —  D' 

2,500 

.02 

Courier                   Rep  —  Sa  —  W, 

2,IOO 

.02 

News                     Rep—  Eve—  D  1      2,550 

•03 

Advocate                Rep  —  Sa  —  W  „ 

2,100 

.04 

Freeport,  c.h.,  14,000  —  Stephenson  Co. 

Bulletin                Dem—  Eve—  CT 

1,500 

.09 

Bulletin                Dem—  Th—  W. 

2,775 

-07^ 

Democrat            Dem  —  Eve  —  D  "" 

1,500 

.09 

Democrat             Dem  —  Fr  —  W  , 

2,550 

.07^4 

Journal                 Rep  —  Eve  —  D  " 

1,450 

.09 

Journal                  Rep—  We—  W, 

2,IOO 

.07^4 

114     ADVERTISING. 


J.  WALTER.  THOMPSON  CO. 


iiENTS. 


The  leading 

SOUTHERN  MAGAZINE 

-•7*3.  OF~W^ 

literature 


ATHENS, 


We  Guarantee  50^000  circulation  each  month 

AND  OUR  RATES  ARE  25c.  PER  AGATE  LINE 
No  objectionable  ads  taken*     All  ads  are  placed  next  to  reading:  matter. 

WOMAN'S  WORK,  ATHENS,  GA. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     115 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

CENTRAL  STATES.-Hlinois.                "fj^1    ^ate!'                          Memorandum. 

Galena,  c.h.,  5,635  —  Jo  Daviess  Co. 

Gazette                 Rep  —  Eve  —  Dl         700    ,o6j4 

Gazette                  Rep—  Th—  Wj      6,650    .i2l/2 

Galesburg,  c.h.,  15.264—  Knox  Co. 

Mail                      Rep  —  Eve  —  Dl      2,700    .01  24 

Mail                       Rep—  Th—  WJ      2,250     .01  24 

Republican-Register 

Rep  —  Eve  —  D        2,300    .01  24 

Republican-Register 

Rep  —  Sa  —  W        2,000    .01  24 

Jacksonville,  c.h.,  12,935—  Morgan  Co. 

Courier                Dem  —  Eve  —  D^l         800     .01 

Courier                Dem  —  We  —  Wj      2,700     .02 

Journal              Rep—  Morn—  D]      1,300    .02 

Journal                 Rep—  We—  Wj      2,250    .02 

Joliet,  c.h.,  30,000—  Will  Co. 

News                      Ind  —  Eve  —  D]      5,  600    .05^2 

News                      Ind—  Th—  Wj      2,100    .03^ 

Republican           Rep  —  Eve  —  Dl      6,200    .05 

Republican            Rep  —  Fr  —  Wj      2,000    .03 

Times                  Dem—  Eve—  D1      2,700    .03 

Times                                        Su        3,550    .03 

Times                    Dem—  Fr—  Wj      1,600    .02 

Kankakee,  c.h.,  9,025  —  Kankakee  Co. 

Democrat           Dem—  Eve—  Dl      1,600    .02 

Kankakee  Co.  Democrat 

Dem—  Tu  and  Fr—  SWj      2,100    .02 

Gazette                 Rep—  Eve—  D^         800    .01 

Gazette  Rep—  Tu  and  Fr—  SWJ      1,250    .02 

Times                    Rep—  Eve—  D]      1,000     .02 

Times  Rep—  Tu  and  Fr—  SWj      2,100    .02 

Kewanee,  8,000—  Henry  Co. 

Star-Courier        Rep—  Eve—  D]      1,500    .02 

Star-Courier        Rep—  We—  Wj      1,600    .02 

I/asalle,  9,855—  Lasalle  Co. 

Tribune                Rep—  Eve—  Dl      1,200    .02 

Tribune                  Rep—  Fr—  WJ         850    .01 

I/incoln,  c.h.,  8,500—  Logan  Co. 

Courier                  Ind—  Eve—  Dl      1,000     .02 

Courier      Ind-Tu  and  Fr-SWj      2,000    .02 

Moline,  15,000  —  Rock  Island  Co. 

Dispatch               Rep—  Eve—  Dl      1,750     .03^ 

Review-Dispatch      Rep-Fr-Wj      1,450    .03^ 

Mail           Ind—  Eve  ex  Sa—  Dl      1,700     .02 

Sunday  Mail          Ind—  Su—  Wj      1,600    .02 

Journal                Dem—  Eve—  Dl      1,900    .03^ 

Journal                            Dem—  S        2,000 

Journal     Dem-Tu  and  Fr-SWj      1,100     .01 

116     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  Vickery&  Hill  List 


1,500,000 

Copies  Monthly 

Guaranteed 

• 

Forms  close  first 
of  month  preceding 
date  of  publication. 


Hearth  &  Home 

Fireside  Visitor 

Happy  Hours 

Good  Stories 


DISPLAY, 
$6.00  per  Agate   Line 

READING, 
$8.00  per  Agate  Line 

Set  in  Agate  or  Minion 
type,  as  desired.  Meas- 
ured Agate. 
« 

TWO  ELECTROTYPES 
are    needed     for     advertise- 
ments   sent    to    both    The 
American  Woman  and  The 
Vickery  &  Hill  List. 


The  American  Woman 


500,000 


Copies  Monthly,  in 

separate  wrappers,  to  Women 

DISPLAY,  $2.00  per  Agate  Line.  READING,  $2.50  per  Agate  Line. 

Forms  close  for  American  Woman,  5th  of  month  preceding  date  of  publication. 


A   Total   of  2,000,000   Copies 
Per  Month  Guaranteed 

These  figures  are  absolutely  proven  in  any  way  an  advertiser  asks. 
SOME  OF  OUR  CUSTOMERS    


Sapolio 

J.  C.  Ayer  Co. 

Loring  &  Co. 

London  Tea  Co. 

Enameline 


Lydia  Pinkham  Med.  Co. 
Sterling  Remedy  Cure 
Dr.  R.  V.  Pierce 
Hall's  Hair  Renewer 
T.  A.  Slocum  Med.  Co. 


C.  I.  Hood  Co. 
Church  Kidney  Cure  Co. 
Reversible  Collar  Co. 
Wells,  Richardson  &  Co. 
Swanson  Rheumatic  Cure  Co. 


Send  your  orders  through  your  agents,  or  to 

THE  VICKERY  &  HILL  PUBLISHING  COMPANY 


E.  H.  BROWN 
714  Boyce  Bldq.,  Chicago 


AUGUSTA,  ME. 


C.  D.  COLMAN 

520   Temple  Court 

New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     117 


Leading  Dailies  and  Weeklies — Continued. 


CENTRAL  STATES—  Illinois. 

Esti- 
mated 
Circ. 

Pubs, 
one  t. 
rate. 

Montnouth,  c.h.,  7.000  —  Warren 

Co. 

Review                   Ind  —  Eve  —  D1 

1,500 

.02 

Review  Ind—  Mo   &  Th—  SWj 

1,000 

.02 

Ottawa,  c.h.,  9,985  —  Lasalle  Co. 

Fair   Dealer        Dem—  Eve—  Dl 

800 

.01 

Fair  Dealer                               Su 

.000 

.02 

Fair   Dealer         Dem—  Fr—  WJ 

060 

.02 

Free  Trader        Dem  —  Eve  —  D  ] 

,000 

.02 

Free  Trader                            SuJ 

.350 

.02 

Journal                  Rep  —  Eve  —  D  "| 

.500 

.02 

Journal                                       Su  I 

.000 

.02 

Journal                   Rep  —  Tu  —  W  J 

,200 

.02 

Paris,  c.h..  5,800—  Edgar  Co. 

Beacon                 Rep  —  Eve  —  D  ] 

1.200 

.02 

Beacon  Rep—  Tu  and  Fr—  SWJ 

2,450 

.02 

Pekin,  c.h.,  9,000  —  Tazeweli  Co. 

Post                    Rep—  Morn—  D  1 

1,250 

.02 

Republican-Post      Rep-Th-Wj 

3,100 

.02 

Times                   Dem  —  Eve  —  D  ] 

1.450 

.02 

Times                    Dem—  Th—  W  J 

2,875 

.02 

Peoria,  c.h.,  45,000  —  Peoria  Co. 

Times                     Ind  —  Eve  —  D 

5.500 

.07^4 

Herald              Dem—  Morn—  Dl 

6,000 

.02^4 

Herald                                      Su 

5700 

.02^4 

Herald                  Dem—  Th—  WJ 

3.000 

.02^ 

Journal                   Ind  —  Eve  —  D^ 

7,500 

.03^ 

Journal                                       Su 

6,800 

•07^4 

Journal                    Ind—  Th—  WJ 

6,800 

•05^ 

Transcript         Rep  —  Morn  —  D  ^| 

6,500 

.07^4 

Transcript                                 Su  | 

10,000 

•07^4 

Transcript                      Rep  —  WJ 

5.500 

•07^4 

Quincy,  c.h.,  34,000  —  Adams  Co. 

Herald              Dem—  Morn—  D] 

3.400 

.06^ 

Herald                   Dem—  Fr—  WJ 

2,500 

.06^4 

Journal                   Ind  —  Eve  —  D 

8,000 

.06 

Whig                 Rep—  Morn—  D] 

5.300 

.06^4 

Whig                     Rep—  Th—  WJ 

7,850 

.10^ 

Rockford,  c.h.,  25,000  —  Winnebago  Co. 

Star                   Dem  —  Morn  —  Dl 

3.350 

.03^ 

Star    Dem—  Mo  and  Th—  SWJ 

3.700 

.03^ 

Register-Gazette     Rep-Eve-D] 

3,7oo 

.03^ 

Register-Gazette 

Rep—  Tu  and  Fr—  SWJ 

6,000 

.05 

Republic               Rep—  Eve—  D  \ 

4,000 

.07^4 

Republic                 Rep—  Sa—  Wj 

3,000 

•07^4 

Rock  Island,  c.h.,  14  ooo — Rock  Island  Co. 
Argus  Dem — Eve — D]      1,700     .02 

Argus  Dem— Fr— Wj      2,100     .02 

Union  Rep — Morn  ex  Mo — Dl       1,800     .02 
Union  Rep — Sa — Wj      1,700     .02 


Memorandum. 


118    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


VOL.  IX.    No.  1. 


JULY,  1899. 


SOMETHING  FUNNY. 

a^i  MMtr^-J^lt.^r^aa 
tnie  (r<yfe<Vrtr/y>— Seven,  mother. 


sleeping  c.rri.ges  behind 

Old  Fritttd—  Halloa  !      So  yon  are  I 
business,   now.  eh  ,    Why  did  you  retl! 

Z>*  Writer— Got  hungry. 

v*  JSS*  Sttart1 


AGRICULTURAL   EXPLORATIONS 
IN  THE  PHILIPPINES. 


been  organized. 


i». 


£S£S-.Mn 
>S 


it  >334.737.°oi  in  the  corresponding 


.V'jss.a.T.Ka.w 


£,*/— This  Is  too  I 
It  any  longer!    To-t 


yxsffffisx? 

£R 


HALF  MILLION 

CIRCULATION 
PER  MONTH 

V GUARANTEED  / 


Mr.   Cottrh 

S?^:S.?^fJ: 


graDdmother  to  «  little  boy.  who  ww  »lld- 

pS:,j3.j.fJra{SS 

nJo-ro^-rS^o'nVSlnr'S: 


ss  H-HE^Si  ilsil^^ 

0  wa.  paving   „,  Km  „«  gj^nt  tree.,  .mong  Whkh  wu       This  remarkable  achievement  of  keep- 

itaW 

1  him  to  think    New  York.     "^  .      success  of  American  mar, 


£a»2e  of  Se  tremendous  Ul  in  the  value  of 
success  "of  A"eric^n°manufactu're«ein  for- 
eign  fields.  The  detailed  figures  of  the 
Treasury  Bureau  of  Statistic.,  covering 
the  ten  month*  ending  with  April.  1899. 


Our  Advertisers  are  our  Continuous  Friends 


aOYERTISING     RftTES,     $2.00     PER    LINE 


227  Washington  St.        THE    ELLIS    COMPANY  Boyce  Building 

Boston  Chicago 

Temple  Court  Bldg.,  New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     119 


Leading  Dailies  and  Weeklies — Continued. 


Esti-      Pubs. 

CENTRAL  STATES— Illinois.  *£•£?     rate!' 

,  c. h. 25,000 — Sangamon  Co. 


.07^ 
.07^ 
.10 
.07^ 


.12 
.20 
•05 

.02 
.02 
.02 
.02 


.02 
.02 

•03^ 


Journal  Rep — Morn — D  ")  4,400 

Journal  Su  |  4,500 

Journal   Rep— Tu   &   Fr— SWJ  4,200 

Register  Dem — Morn — D^  4,350 

Register  Su  4,600 

Register  Dem— Tu  &  Fr— SWJ  3,900 

News  Rep— Eve— D  ]  5,025 

News  Rep— Fr— WJ  1,000 

Sterling,  5,900 — Whiteside  Co. 

Gazette  Rep — Eve — D"|  1,600 

Gazette  Rep— Fr— Wj  2,100 

Standard  Rep — Eve — Dl  1,500 

Standard  Rep— Th— Wj  1,500 

Streator,  12,000— Lasalle  Co. 

Free  Press  Rep — Eve — D]  1,450 

Free  Press  Rep— Fr— WJ  1,325 

Independent   Times 

Dem — Eve — D  |  1,200 

Times-Tribune    Dem— Th— WJ  1,550 

Waukegan,  c.h.,  8,000 — Lake  Co. 

Gazette-Register     Rep-Eve-D  "I  1,475     -02 

Gazette  Reo — Fr — WJ  2,500    .02 

Sun  Eve — D^  1,390    .02 

Sun  Dem — Sa — WJ  1,300    .02 

MICHIGAN. 

Adrian,  c.h.,  10,000 — Lenawee  Co. 

Telegram  Ind— Eve— D  1,100    .02 

Times  and  Expositor  "1 

Rep — Morn — D  |  1,000    .02 
Times  and  Expositor 

Rep— Fr— WJ  1,800    .02 
Alpena,  c.h.,  12,000— Alpena  Co. 

Echo  Ind — Eve — D  2,200     .03 

Ann  Arbor,  c.h.,  12,000 — Washtenaw  Co. 

Argus  Dem — Eve — D1  1,000    .02 

Argus-Democrat 

Dem — Fr — W  J  4,000    .05 

Battle  Creek,  18,000 — Calhoun  Co. 


Journal 
Journal 
Moon 
Moon 

Bay  City,  c.h. 

Times-Press 

Times 

Tribune 

Tribune 

Tribune 


Rep— Eve— D  "1 

Rep_We— Wj 

Ind— Eve— D] 

Ind— Th— WJ 

,  35,000 — Bay  Co. 

Ind— Eve— D 

Ind— Su— W 

Rep — Morn — D 
Rep— Su— W  | 
Reo— Th— WJ 


2,300 
2,250 
2,300 
2,550 


6,600 
8,000 
6,200 
6,000 


•03 
.03 
•03 
•03 


.05^ 
.05^ 


Memorandum. 


.05^ 
.05^ 


120     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


VOL.  II.   No.  3. 


you  will 


•HiinainrwK 


B.   L.    FARJEON. 


mu 


I  «akc   up   10  the   njgbt 
udgt  and  ;ary.  and  til  ibe 


ITS 


.    ...tetbu   ,o,u««rf 


3le  to  «rike  the  Bkil  on  the  h«*d." 


200,000 


" 


Per  Month 

GUARANTEED 


^•^ ;"  yjT!±' " 

..kisr'^s:«";*5"'^-c«J, 


jn 

uud.    nMtlj   i^.ud 


,   ,.w.i      c 

1  IrtoTwist* 


uod    WM    uliliwd  by    Hn. 

•g^^C 


iTilSli 


A    WEALTH    OF    DELIGHTFUL     STORIES    IH    THIS    ISSUE. 


Advertisers  Make  Big  Money  Using  It 


Rates  only  80  cents  per  line. 


227  Washington  St.    THE    ELLIS    COMPANY  Boyce  Building 

8051011  Temple  Court,  New  York  Chica*° 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     121 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 


CENTRAL  STATES-Hichigan. 

Benton  Harbor,  7,500—  Berrien  Co. 
News  Ind—  Eve—  Dl      i,75o\ 

News  Ind—  Th—  W  }         500  / 

Palladium  Rep  —  Eve  —  D]      1,100 

Palladium  Rep-Tu  and  Fr-SWj      1,600 

Coldwater,  c.h.,  5,600—  Branch  Co. 
Reporter  Ind  —  Eve  —  Dl       1,800 

Reporter  Ind-Tu  and   Fr-SWj      2,000 
Courier-Republican 

Rep  —  Fr  —  W        3,ooo 

Detroit,  c.h.,  238,000  —  Wayne  Co. 
Abend   Post         Rep—  Eve—  D 
Sonntagsblatt  der  Abend  Post 
Rep—  Su—  W 
Familien  Blaetter  (German) 

Rep—  Tu  and  Fr—  SWj 
News  Ind—  Eve—  D 

Free  Press         Ind  —  Morn  —  D  ") 
Free  Press  Ind—  Su—  W 

Free  Press  Ind-Tu  &  Fr-SWj  100,000 
Journal  Rep  —  Eve  —  D  ]    35,000 

Journal    Rep-Tu    and    Fr-SWj    24,000 
Tribune  Rep  —  Morn  —  D1    17,000 

News-Tribune       Ind—  Su—  W  |    36,800 
Tribune  Ind—  We—  WJ    22,200 

Escanaba,  c.h.,  8,000—  Delta  Co. 

Mirror  Ind  —  Eve  —  D1      1,000 

Mirror  Ind—  Sa—  WJ 

Flint,  c.h.,  11,000  —  Genesee  Co. 
Journal  Rep  —  Eve  —  D  "j 

Journal  Rep  —  Tu  and  Fr  —  SWJ 
News  Dem  —  Eve  —  D 

Genesee  Democrat 

Dem—  Sa—  W 


7,700 
8,000 

14,000 
73,400 
42,000 
49,000 


1,400 

1,500 
2,000 
1,700 


Pubs, 
one  t. 
rate. 


.03 

.0354 

03 


.02 
.02 

•03 

.03^ 
•05/2 


.20 

.12 

•15 

•50 

.IO 

.08^ 

.IO 

.12 

.20 

.02 
.02 


.02 
.02 
.02 


2,4OO      .02 


Grand  Rapids,  c.h.,  80,000 — Kent  Co. 

Democrat         Dem — Morn — D'l  8,500 

Democrat             Dem — Su — W  |  4.100 

Middle  West      Dem— Th— WJ  5,000 

Press                      Ind — Eve — D  31,000 

Herald               Rep — Morn — D 1  10,000 

Herald                   Rep— Su— W  8,000 
Herald 

Rep— Tu  and  Fr— SWJ  4,300 

Iron  Mountain,  c.h..  8,599 — Dickinson 
Tribune  Rep — Eve — D1      1,000 

Range  Tribune     Rep — Sa — Wj       1,050 

Jackson,  c  h.,  22,600 — Jackson  Co. 
Citizen  Rep — Eve — D 1      3,400 

Citizen  Rep— Tu  and  Fr— SWJ      3,000 


•07^4 
.07^ 
.0154 
.08 

•05 
•05 

•05 
Co. 

.02 
.02 


Memorandum. 


122    ADVERTISING.  J.  WALTER  THOMPSON  CO. 


HARPEKSBAZAR 


'TpHERE  is  no  better  way  to 
*  reach  the  women  who  have 
the  intelligence  to  appreciate  and 
the  financial  ability  to  purchase 
high=class  articles  than  through 
the  advertising  columns  of 

HARPERS  BAZAR 

It   has    stood   the    test  for 
more    than     thirty    years. 


HARPER  &   BROTHERS,    Publishers 

Franklin    Square,       New  York,  N.   Y. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     123 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


CENTRAL  STATES-Michigan. 

JACKSON.— Continued. 

Press  Ind — Eve — D 1  2,250 

Patriot  Dem — Morn — D  |  3,200 

Patriot  Dem— Su— W  I  3,500 

Patriot    Dem— Tu  &  Fr— SWJ  3,000 

Kalamazoo,  c.h.,  24,500 — Kalamazoo  Co. 

News  Ind — Eve — D^l  4,600    .03 

News      Ind — Tu  and  Sa — SWj  3,ooo    .03 

Gazette  Dem — Morn — D"]  2,000 

Gazette  Dem — Su — W  2,300 

Gazette  Dem — Fr — Wj  2,200 

Telegraph  Rep— Eve— Dl  6,000 

Telegraph  Rep- We  &  Sa-SWj  6,200 

I/ANSING,  19,000— Ingham  Co. 

Journal  Dem — Eve — D 1  2,500 

Journal  Dem — Fr — Wj  2,100 

Republican  Rep — Eve — D  ]  2,500 

Republican  Rep— Th— Wj  3,100 


.13 
.18 
.18 
.15 


.02 
.02 
.02 


.03 
.03 
.03 
.02^ 


Manistee,  c.h.,  14,000—  Manistee  Co. 
News  Ind  —  Eve  —  D^l      1,100 

Times-Sentinel      Rep—  Fr—  Wj         800 

Marquette,  c.h.,  9,700  —  Marquette  Co. 
Mining  Journal  Rep-Morn-DI  3,ioo 
Mining  Journal  Rep  —  Sa  —  Wj  1,400 

Menominee,  c.h.,  15,000  —  Menominee  Co. 
Leader  Dem—  Eve—  Dl      1,050    .02 

Democrat  Dem—  Sa—  WJ        800 

Muskegon,  c.h.,  22,800  —  Muskegon  Co. 

Chronicle  Rep  —  Eve  —  D  1 

Chronicle  Rep—  Th—  WJ 

News    Dem  —  Morn  ex  Mo  —  D 
News  and  Reporter 

Dem—  Fr—  W 

Berrien  Co. 
Ind—  Eve—  D 


2,000 
1,400 
1, 800 


.02 
.01 


•03 

.02 


.01 

.02 
.02 
.02 


500    .01 


Niles,  5,000- 
Star 


1,500    .02 


Owosso,  8,000 — Shiawassee  Co. 

American  Ind — Eve — D]      1,350  .02 

American  Ind — Fr — WJ      1,900  .02 

Argus  Local — Eve — D]      1,300  .02 

Argus  Local — Fr — Wj      1,400  .02 

Pontiac,  c.h.,  10,000 — Oakland  Co. 

Gazette  Rep— Fr — W        3,180  .03 

Post  Dem — Fr — W        2,700  .03 

Port  Huron,  c.h.,  19,000— St.  Clair  Co. 

Times  Rep — Eve — D^|      3,000  .03^4 

Times  Rep — Fr — Wj      2,300  .07^4 


Memorandum. 


124     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  SACRED  HEART 

REVIEW 

["       FOR  GOD  AND   COUNTRY  ) 


vi/^M^ws^^sav^wwq  ^^y/nw^sm^^K^ 


Bargains  for 

Graduation  Day. 


Jordan  JWarsh  &Co. 


RoyAL    WORCESTER    CORSETS 

AN   IDEAL  SUMMER  CORSET 


Guaranteed 
Circulation 

40.000 


Copies 
per  week 


Its  staff  includes  some 

of  the  most 

prominent  writers 

of  the  day. 


SUBSCRIPTION 

$2.00 


The  sacred  Heart  Review 

is  owned  and  published  by  a  corporation  consisting  of  one  hun- 
dred of  the  leading  Catholic  clergymen  of  New  England.  It 
has  the  endorsement  and  personal  recommendation  of  every 
Catholic  clergyman  in  New  England,  giving  it  an  influence  and 
standing  with  the  Catholics  which  no  other  Catholic  publication 
has  :  a  strictly  family,  religious  publication,  having  depart- 
ments adapted  to  the  wants  and  interests  of  every  member  of 
the  family.  It  has  one  of  the  best  Book  Review  departments 
of  any  publication  in  the  country ;  also  a  brief  summary  of  the  hap- 
penings of  the  world  under  the  heading  "The  Week's  News." 

REVIEW  PUBLISHING  COMPANY,  194  Washington  street,  Boston,  Mass. 

Advertising  Manager,  CHARLES  E.  PUTNAM. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     125 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 


Pubs. 
rate!' 


CENTRAL  STATES-Hichigan. 
Saginaw,   c.h.,    55,000  (including  East  Sag- 

inaw)  —  Saginaw  Co. 
Courier-Herald     Rep-Morn-DI 
Courier-Herald     Rep  —  Su  —  W  | 
Courier-Herald    Rep—  Th—  Wj 
Leader  Ind  —  Eve  —  D 

News  Dem  —  Eve  —  D  "I 

News     Dem—  Tu  and  Fr—  SWJ 
Traverse  City,  c.h.9,ooo-Grand  Traverse  Co. 
Record  Morn  ex  Mo  —  D  960     .01 

Eagle  Ind  —  Eve  —  Dl      1,100 

Eagle  Ind  —  Fr  —  Wj      1,700 

Herald  Rep—  Th—  W        2,400 

Ypsilanti,  6,500  —  Washtenaw  Co. 
Commercial  Ind  —  Th  —  W         1,275 

WISCONSIN. 

Appleton,  c.h.,  15,000  —  Outagamie  Co. 
Crescent  Dem  —  Eve  —  D1      1,250 

Crescent  Dem  —  Sa  —  WJ      1,750 

Post  Rep  —  Eve  —  D^      1,000 

Post  Rep—Th—  WJ      1,900 

Ashland,  c.h.,  12,300  —  Ashland  Co. 
News  Dem  —  Eve  —  D]      1,800     .02 

News  Dem  —  We  —  WJ         900    .01 

Press  Rep  —  Eve  —  D]      1,650     .02 

Press  Rep  —  Sa  —  Wj       1,000     .01  £4 

Chippewa  Falls,  c.h.,  8,670—  Chippewa  Co. 
Herald  Rep  —  Eve  —  D]      2,100     .03 

Herald  Rep  —  Fr  —  WJ      2,400     .03 

Claire,  c.h.,  18,800—  Eau  Claire  Co. 


Memorandum. 


6,ooo  .03^2 

6,500  .03 V2 

9,000  .05^ 

2,000  .02 

9,000  .03 

8,300  .04 


.02 
.02 

.03 

.02 


.01 
.01 

.01 

.02 


1,200 
1, 600 

2,900 
3,500 

5,000 

1,200 
I,OOO 


Free  Press  Rep— Eve— D 

Free  Press  Rep— Th— W 

Leader 

Dem — Morn  ex  Mo — D 
Leader  Dem — Su — W 

Leader  Dem— Sa— W. 

Telegram  Eve — D 1 

Telegram  Th— WJ 

Fond  du  I/ac,  c.h.,  13,000 — Fond  du  Lac  Co. 

Commonwealth        Rep-Eve-DI  2,000     .03 
Commonwealth 

Rep — Tu  and  Fr — SW  J  3,000 

Reporter              Dem — Eve — D]  1,800 

Reporter               Dem — Sa — WJ  3,600 

Greenbay,  c.h.,  18,000 — Brown  Co. 

Gazette                  Rep— Eve— D 1  2,800 
Gazette                   Rep_We— WJ 


.02 

.02 

.03 
.03 
.05 

.01 
.01 


.04 
•03 


2,000 

Advocate  Dem-Morn-D^      1,600 

Advocate    Dem-Tu  &  Fr-SWJ      2,200 


•03 
.02 
.02 
.03 


126     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


CHICAGO 
ELECTROTYPE 
&STEREOTYPE 
COMPflNY  8BB 

Elecfrotypers 

Half-Tone  and  Zinc  Etchers 

Engravers 

Designers    apd    Illustrators 
149-155  PLYMOUTH  PLflCE 

LAKESIDE  PRESS  BUILDING 

Long  Distance  Tel.  Harrison  612 


REEDERS   OF   PURE 
ill  BRED  LIVE  STOCK 

are  a  Progressive,  Up-to-date  Class  of  Farmers 

Those  fine  farms  you  see  along  the  road —  Fences  up;  Buildings  in  good 
condition ;  Houses  painted ;  Windmills  up ;  Farm  Machinery  the  best  to 
be  had;  Fine  Horses,  Sheep,  Cows  and  Swine  in  the  fields  —  those  farmers 
own  their  farms  and  have  money  to  buy  anything  which  may  increase  the 
income  of  their  farms.  You  want  this  class  for  your  customers. 


looded 


—  a  Monthly  Journal,  clean  and  neatly  printed  —  reaches  just  such  a  class 
of  farmers.     It  is  published  in  their  interest. 

When  you  want  to  reach  those  farmers  try  your  ad.  in  its  columns  — 
insist  on  it  being  there.     For  terms,  samples,  etc.,  write 

BLOODED  STOCK,  Oxford,  Pa. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     127 


Leading  Dailies  and  Weeklies  —  Continued. 


Esti-      Pubs. 


CENTRAL  STATES-Wisconsin.            circ. 

rate.' 

Janesville,  c.h.,  13,000—  Rock  Co. 

Gazette                 Rep—  Eve—  D  1      2,800 

.02 

Gazette   Rep-  We   and   Sa-SWJ      4,100 

.0134 

Recorder 

Dem  —  Morn  ex  Mo  —  D         1,500 

.02 

Recorder  and  Times 

Dem—  Th—  W        2,200 

•03 

I/a  Crosse,  c.h.,  29,000  —  La  Crosse  Co. 

Chronicle             Dem-Morn-Dl      1,600 

.0354 

Chronicle             Dem—  Th—  WJ      1,600 

.03 

Press                      Ind—  Eve—  D  ]      3,800 

•03 

Press                       Ind—  Fr—  Wj      1,000 

.02 

Republican  and  Leader 

Rep—  Eve—  D        2,780 

•03 

Republican  and  Leader 

Rep—  Fr—  W        3,800 

•03 

MADISON,  c.h.,  15,000—  Dane  Co. 

Democrat             Dem-Morn-DI      1,800 

.05^ 

Democrat             Dem  —  Su  —  W        1,500 

•05^ 

Democrat  Dem-We  &  Sa-SWJ      2,000 

.05^ 

Journal                 Rep  —  Eve  —  D]      1,800 

.05^ 

Journal                   Rep—  Fr—  WJ      3,000 

•05^ 

Marinette,  c.h.,  15,000  —  Marinette  Co. 

Eagle                    Rep—  Eve—  D1      1,200 

.02 

Eagle                      Rep—  Sa—  WJ      1,500 

.02 

Milwaukee,  c.h.,  262,000  —  Milwaukee  Co. 

Wisconsin            Rep  —  Eve  —  D  1    19,800 

.1024 

Wisconsin              Rep  —  Sa  —  W  J    29,000 

.I2*/2 

Abend-Post          Ind—  Eve—  Dl    20,100 

.08 

Sonntags-Post       Ind—  Su—  W       19,985 

.08 

Germania               Ind  —  Tu  —  WJ    91,400 

•35 

Herold                Ind—  Morn—  Dl    12,800 

.1034 

Herold                    Ind—  Su—  W       15,000 

.103/4 

Herold                   Ind—  Mo—  Wj    21,800 

.l2*/2 

Journal                Dem  —  Eve  —  D  "1    29,400 

.11 

Journal                 Dem  —  Fr  —  Wj    16,000 

.IO      j 

News                     Ind  —  Eve  —  D       17,000 

.07 

Sentinel             Rep  —  Morn  —  D1    21,000 

.10 

Sentinel                 Rep  —  Su  —  W      22,500 

.10 

Sentinel                 Rep  —  We  —  W  J    24,000 

.10 

Vorwaerts        Labor  —  Eve  —  D  1      6,200 

.03/2 

Vorwaerts          Labor  —  Su  —  W        6,900 

.03^ 

Wahrheit           Labor  —  Sa  —  W  J      4,000 

.03 

Neetiah,  6,000  —  Winnebago  Co. 

Times                  Dem  —  Eve  —  D]      1,100 

.013/4 

Times                    Dem—  Sa—  WJ      1,150 

Oshkosh,  c.h.,  27,000  —  Winnebago  Co. 

Enterprise                       Eve  —  D        1,500 

.03^ 

Northwestern      Rep  —  Eve  —  D  1      4,500 

.03^ 

Northwestern        Rep  —  Sa  —  Wj      1,500 

.02 

Memorandum. 


128     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE 

I  I 


HE  SUNDAY  SCHOOL  TEACHERS  OF  CANADA  ARE  MEMBERS  OF  THE  BEST 
HOMES  IN  THE  COUNTRY— WELL-TO-DO,  READY-TO-BUY,  AND  ABLE-TO- 
PAY  HOMES. 


The  Sunday 
School  Banner 

is  their  Journal 
CIRCULATION  OVER 

16,000 


WILLIAM  BRIGGS 

PUBLISH  F.R 


31-33   RICHMOND  ST.,  WEST 
TORONTO 


THE  FAVORITE  IN  THE 
CONVENTS,  SCHOOLS  AND  HOMES 


Approved  by  all  the 
Catholic  dignitaries 
of  America* 

THE 

GUARDIAN 
ANGEL 

PHILADELPHIA,  PA. 
# 

The  oldest  and  best  of 
the  Catholic  papers* 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     129 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 

Pubs. 

CENTRAL  STATES—  Wisconsin. 

Circ. 

rate.. 

OSHKOSH.-Contin  ued. 

Times  Dem  —  Morn  ex  Mo  —  D 

)       4,700 

.03^ 

Times                   Dem—  Su—  W  |      5,600 

.03^ 

Times                    Dem—  Sa—  WJ      2,200 

.01 

Racine,  c.h.,  25,000  —  Racine  Co. 

Journal                 Rep  —  Eve  —  D 

3,200 

•03 

Journal                 Rep—  We—  W 

3,000 

•03 

Times                                Eve—  D 

2,400 

•03^ 

Utley's  Weekly               Th—  W 

4,500 

•03/2 

Sheboygan,  c.h.,  20,000  —  Sheboygan  Co. 

Journal             Dem  —  Morn  —  D 

1          ,2OO 

.02 

Star                       Dem—  Sa—  W 

)          ,IOO 

.02 

Wausatl,  c.h.,  11,000  —  Marathon  Co. 

Record                  Ind  —  Eve  —  D  1        ,250 

.02 

Record  Ind—  Tu  and  Fr—  SW 

,400 

•03 

Record                   Ind—  Th—  W 

J        ,500 

•03 

West  Superior,  25,000— Douglas  Co. 
Telegram  Eve— D        4,500    .05^ 

Leader  Rep— Morn  ex  Mo— D]      3,500 
Leader  Rep— Su— WJ      4,200    .04 


Memorandum. 


is  the  only 
magazine  with 
high-class, 
artistic,  colored 
illustrations  in 
every  number. 


ADVERTISING 
IN  TRUTH  PAYS. 


MONTHLY 
MAGAZINE 


THE  FOLLOWING  ARE  A  FEW  COMMENTS 
FROM   TRUTH'S   READERS 


"  It  very  peculiarly  fits  a  field  that  no  other  periodical  fills." 

"  I  can  boldly  say  that  TRUTH  today  is  the  acme  of  perfec- 
tion in  every  department. ' ' 

"I  consider  TRUTH  one  of  the  most  artistic,  unique  and 
up-to-date  periodicals  of  the  day." 

"  TRUTH  is  the  finest  illustrated  magazine  in  the  world.  As 
an  advertiser  I  get  acres  of  publications.  TRUTH  is  the  only 
one  I  subscribe  to." 

"  I  consider  TRUTH'S  illustrations  the  finest  published  in  this 
country." 

"It  is  far  away  in  advance  of  anything  heretofore  done  in 
this  country,  and  it  certainly  deserves  the  highest  patronage, 
both  in  the  line  of  subscribers  and  advertising  " 


TRUTH  COMPANT,  iqth  St.  and  4th  Ave.,  New  York. 


130     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  BURLINGTON  HAWKEYE. 


SIXTY-FIRST  YEAR:  No.  (..      To-ft,/.  Wntl*,:  F,,,.  BURLINGTON,  KJWA.  SATURDAY  MORNING,  JUNE  17.  1899.- LAST 


IOWA  BOYS 


IN 


Help  to  Repu 
by 


%%8al^:  STRONG  VIEWS 


..    ;  .. 


Fs™  BIG  RUSH 


ON  THE  TARIFF  i=TgsgM/s         ON  IN  IRON 
'  'cHicwo't  nnuTni. 


IOWAS 

FAMOUS  PAPER 

Everybody  knows  it. 

-<&* 
Every  Advertiser  should  use  it. 


Has  no  Competitor  in 
its  field. 


"uililUnBHTKU. 


Rates  furnishsd  upon  application. 

STEVE  W.  FLOYD,  Special  Representative, 

150  Nassau  Street,  New  York. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     131 


Leading  Dailies  and  Weeklies — Continued. 


WESTERN  STATES. 


Esti- 

MINNESOTA.      ™g£ 
Albert  I/ea,  c.h.,  4,600— Freeborn  Co. 

Tribune  Rep— Eve— Dl       1,500 

Tribune       Rep-Tu   &   Fr-SWj      2,100 

Crookston,  c.h  ,  4,000 — Polk  Co. 

Times  Ind— Eve— D]      1,500 

Times  Ind— Sa— W  J      3,300 

Duluth,  c.h.,  53,000 — St.  Louis  Co 

Herald  Ind— Eve— D  1  8,300 

Herald  Ind— We— WJ  3,850 

News-Tribune  Rep-Morn-DI  7,500 

News-Tribune  Rep— Su— W  7,800 

News-Tribune  Rep— Sa— Wj  1,200 

Fergus  Falls,  c.h.,  5,000 — Ottertail  Co. 


Pubs, 
one  t. 
rate. 


Memorandum. 


.02 
.02 


.02^ 
•02^ 


•05^ 


Journal 
Journal 


Rep— Eve— D] 
Rep— Th— Wj 


800 
2,650 


.043/4 
.05^ 
.03^ 


.01 

.02 


Mankato,  c.h,,  10,000— Blue  Earth  Co. 

Free  Press  Rep— Eve— D]  1,550 

Free  Press  Rep— Fr— Wj  2,000 

Review  Dem— Eve— D]  1,250 

Review  Dem— Tu— Wj  1,500 

Minneapolis,  c.h.,  218,000 — Hennepin  Co. 

Journal  Rep — Eve — D 

Tidende      Ind— Eve  ex  Sa— D 
Tid  nde  (Scan.)    Ind— Su— W 
Tidende   (Scan.)    Ind— Fr— W, 
Times  Ind — Morn — D] 

Times  Ind— Su— WJ 

Tribune   Rep-Morn   &  Eve-D 
Tribune  Rep— Su— W 

Farmers'  Tribune 

Rep— Tu  and  Fr— SW 


47,ooo 

3,9oo 

6,000 

27,000 

31,700 

41,900 

51,000 

24,000 


.02 
.02 
.02 
.02 


.12 

.03/2 
•03^ 

.12 

3 

.12 
.12 


22,OOO      .12 


.06 

.07^4 


Red  Wing,  c.h.,  7,685 — Goodhue  Co. 

Republican  Rep — Eve — D1      1,400 

Republican  Rep— We— WJ      2,400 

St.  Cloud,  c.h.,  10,400— Stearns  Co. 

Journal-Press  Rep — Eve — D]  1,800  .02 

Journal-Press  Rep— Th— Wj  2,800  .03 

Times  Dem— Eve— D]  1,500  .02 

Times  Dem— We— Wj  3,000  .03 


132     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


TheStPanlDailyGlobe 


CCASIONALLY,  an  advertising  man- 
ager, having  failed  to  penetrate  the 
situation,  omits  the  ST.  PAUL  DAILY 
GLOBE  from  his  calculations  for 
Minnesota  advertising. 
What  an  error  this  is  will  be  seen  when  the  fact 
is  stated,  that  the  St.  Paul  Daily  Globe  is  the  ONLY 
DEMOCRATIC  PAPER  in  a  state  in  which  the 
vote  in  the  Presidential  Election  of  1896  stood  as 
follows: -- Rep.,  193,501;  Dem.,  139,626;  Pro., 
4,365  ;  G.  Dem.,  3,230;  Social  Lab.,  915. 

The  population  of  Minnesota  is  1,301,326,  or 
approximately  four  persons  to  each  voter,  indicating 
that,  at  the  lowest  estimate,  over  500,000  of  the 
total  population  adhere  to  the  Democratic  column, 
and  will  therefore  prefer,  and  be  influenced  by  a 
Democratic  paper,  if  any. 

The  Daily  average  circulation  of  the  Globe 
during  the  entire  year  of  1898  was  22,012  copies. 
The  daily  average  circulation  for  the  first  sik  months 
of  1899,  for  the  daily  edition,  has  been  over  22,500 
copies,  and  for  the  Sunday  edition, over  26,000  copies. 
A  moderate  rate  is  charged  for  advertising 
space,  and  estimates  will  be  furnished  by  the  Home 
Office,  or  by  Williams  &  Lawrence,  87  Washington 
St.,  Chicago,  and  Charles  H.  Eddy,  10  Spruce  St., 
New  York  City. 


TheStPaulDailyGlobe 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     133 


Leading  Dailies  and  Weeklies — Continued. 


WESTERN  STATES—  Hinnesota. 
ST.  PATJI,,  140,000— Ramsey  Co. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rule. 


Dispatch               Rep  —  Eve  —  D  ")    42,000 

.12 

Dispatch                Rep—  Th—  WJ    27,000 

•05 

Globe                Dem  —  Morn  —  D^    20,000 

.10 

Globe                    Dem—  Su—  W 

21,000 

.10 

Globe                    Dem—  Th—  W. 

14,000 

.10 

Pioneer    Press      Rep-Morn-D^ 

32,700 

.11 

Pioneer  Press       Rep  —  Su  —  W 

28,900 

.11 

Pioneer  Press       Rep—  Th—  W. 

26,000 

.11 

Volkszeitung        Ind  —  Eve  —  D" 

5,200 

.05^ 

Minnehaha             Ind  —  Su  —  W 

7,200 

.07 

Volkszeitung  (German) 

Ind—  Tu  and  Fr—  SW. 

19,000 

.15 

Stillwater,  c.h.,  12,000 — Washington  Co. 
Gazette  Rep— Eve— D]      1,500    .03 

Gazette  Rep— We— WJ      1,200     .02 

Winona,  c.h.,  22,600— Winona  Co. 
Herald  Rep— Eve— Dl      3,100 

Herald  Rep— Fr— WJ 


Republican  Rep  —  Eve  —  D  ] 

—  WJ 


Republican 


Rep— Fi 
Rep— Ev 
Rep— We- 


4,000 


IOWA. 


Boone,  c.h.,  6,520 — Boone  Co. 
News  Ind — Morn — Dl 

News  Ind— Fr— WJ 

Republican  Rep — Eve — D  "| 

V-WJ 


Republican 


Rep—  Th 


1, 800 


1,500 
2,300 
1,000 
2,000 


.04^4 
.05^ 
.04 

.02 


.03^ 

.03^ 

.02 

.02 


Burlington,  c.h.,  22,565 — Des  Moines  Co. 
Democrat-Journal 


Dem—  Eve—  D 

Democrat-Journal 

4,000    .03^ 

Dem—  We—  WJ 

3,800    .03^ 

Gazette 

Rep—  Eve—  D  ] 

4,200    .04^4 

Gazette 

Rep—  Th—  WJ 

6,800    .iol/2 

Hawk-  Eye 

Rep-Morn-D^ 

6,000    .03  1A 

Hawk-Eye 

Rep_Su—  W  1 

6,500    .03^ 

Hawk-Eye 

Rep—  Th—  Wj 

10,000    .03 

Cedar  Rapids,  18,020—  Linn  Co. 

Gazette 

Ind—  Eve—  D  } 

6,500    .07^4 

Gazette 

Ind—  We—  WJ 

3,850    .07^ 

Republican 

Rep—  Morn—  D] 

5,000    .05^ 

Republican 

Rep—  Su—  W 

4,500    .05^ 

Republican 

Rep—  Th—  Wj 

4,000    .05^ 

Clinton,  c.h.,  23,716 — Clinton  Co. 

Age     Dem — Morn  ex  Mo — D1      1,000  .03^ 

Age  Dem — Fr — Wj      1,400  .03^ 

Herald  Rep — Eve — D1      2,000  .02 

Herald    Rep-Tu  Th  &  Sa-TWJ      2,248  .02 


Memorandum. 


134    ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


ttome* 


m. 


Read  by  more  than  5,500  of  the  well-to-do  farming  class  for  its  city  and  county  news.  It 
is  the  only  Democratic  newspaper  at  the  State  Capital.  It  has  a  larger  circulation  than  any 
other  weekly  of  Des  Moines.  It  circulates  among  a  buying  class  of  people  who  do  not  read 
the  dailies  regularly.  —  — 

S.  R.  DAVIS,  Consolidated  January  5,  1899,  with  the  Creston  Citizen,  and  will  have 

Editor  and  Publisher.  10,000  paid  subscribers  by  Jan.  1,  1900.     We  invite  investigation. 


No  advertiser  cwho  keys  his 
advertisements  and  tabulates 
inquiries  and  orders  received 
ever  fails  to  report  favorably 
on  the 

Des  Moines 
Daily  News 

Iowa's  foremost  high-class 
daily.  Advertising  accepted  at 
the  flat  rate  of  4  cents  per 
agate  line.  Over  24 ,000  cir- 
culation guaranteed. 


CRESTON,  IOWA 

Morning  American 

ONLY  MORNING  PAPER  IN 
8th  IOWA  DISTRICT 

Average  Circulation  in  1898, 1,500 


Independent  American 

THE  OLDEST  FARM  AND  LABOR 
WEEKLY  IN  THE  WEST 

Average  Circulation  in  1898, 2,500 


The  two  papers  reach  a  prosperous 
class  of  people  in  Southwestern  Iowa, 
the  Greatest  Stock  Country  in  the  World. 

For  rates  address 

W.  H.  ROBB,  Manager 

CRESTON,  IOWA 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     135 


Leading  Dailies  and  Weeklies  —  Continued. 


Esti-      Pubs. 

WESTERN  STATES— Iowa.  'cf^f     rate!' 

Council  Bluffs, c.h.  2 1, 4 74 — PottawattamieCo. 
Globe  Democrat  Dem-Eve-D^      2,800    .02 


Globe-Democrat     Dem-Fr-WJ 

3,500    .03 

Nonpareil          Rep  —  Morn  —  D  ] 

3,200     .04^4 

Nonpareil              Rep—  Th—  W  J 

4,000    .05^ 

Creston,  7,200  —  Union  Co. 

Advertiser           Dem  —  Eve  —  D  "] 

1,000      .02 

Advertiser   Dem-Tu  &  Fr-SWj 

1,050      .02 

Gazette                 Rep—  Eve—  D  ~] 

1  ,000     .02 

Gazette                  Rep—  Th—  W  J 

2.IOO      .02 

American       Morn  ex  Mo  —  Dl 

I,50O      .02 

Independent  American  Th-Wj 

2,400    .03^ 

Davenport,  c.h.,  26,872  —  Scott 

Co. 

Democrat           Dem  —  Eve  —  Dl 

7,400    .08  X 

Democrat             Dem  —  Su  —  W  1 

7,800       .08  l/3 

Democrat            Dem—  Th—  Wj 

8,800  .08^ 

Demokrat               Ind-Morn-Dl 

3,500   .03 

Demokrat    Ind-We  &  Sa-SW  ! 

4,150   .04 

Demokrat              Ind—  Th—  WJ 

13,250    .10 

Leader     Dem  —  Eve  ex  Sa  —  Dl 

7,60O      .02  Y2 

Leader                  Dem  —  Su  —  W 

8,OOO      .02^2 

Leader                 Dem—  We—  W; 

9,500      .02^2 

Republican  and  Tribune 

Rep  —  Morn  ex  Mo  —  D 

3,500      .03^ 

Republican  and  Tribune 

Rep_Su—  W 

3,700      .03^ 

Republican           Rep—  We—  W  . 

2,500    .02>l/2 

Times                    Rep  —  Eve  —  D  " 

3,800   .04 

Times  Rep—  We  and  Sa—  SWJ      4,900    .04 

DES  MOINES,  c-h-.  50,093— 

Polk  Co. 

Capital                  Rep—  Eve—  D  ' 

8,500      .02^ 

Capital                  Rep—  Th—  W, 

3,000    .02^ 

Register            Rep  —  Morn  —  D  ' 

i      9,000    .10 

Register                 Rep—  Su—  W 

IO,OOO      .10 

Register                 Rep—  Fr—  W  , 

25,500    .25 

Leader  Ind  —  Morn  ex  Mo  —  D  " 

i    16,000    .08 

Leader                   Ind—  Su—  W 

17,000    .09 

Leader                    Ind—  Th—  W. 

13,500    .09 

News                     Ind  —  Eve  —  D 

24,000    .04 

News      Ind—  Tu  and  Fr—  SW^ 

4,500      .02 

Gazette                 Dem—  Th—  W 

3,500   .03 

Dubuque,  c.h.,  40,574  —  Dubuque  Co. 

Globe-Journal      Ind  —  Eve  —  D 

4,500    .05 

Herald             Dem  —  Morn  —  D 

13,500       .l2l/2 

Herald                  Dem—  Su—  W 

4,400      .12^ 

Herald                  Dem—  Fr—  W 

5,300        .l2l/2 

Telegraph           Dem  —  Eve  —  D 

}      6,000    .05^2 

Telegraph            Dem—  Su—  W  1      6,500    .05^2 

Telegraph  Dem-Tu  &  Fr-SWj    14,000    .14^ 

Times 

1 

Rep—  Morn  ex  Mo—  D        7,000    .05 

Times  Rep—  Tu  and  Fr—  SWJ      7,800    .07 

Memorandum. 


136     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


JUNE,   1899 


JFOOD2DRINK 


To 

fr/and  How  tojlook it\t 

1  WHAT  to  DRINK 

Jj  and  How  to  Prepare  it!| 


11  DOMESTIC  SCIENCE 

DELlCACIES.TlD  BITS,  , 

RECEIPTS  &c. 

TO  MARKET  FQR  ? 

°R  """^ONS        ^ 


FOOD  AND   DRINK  PUBLISHING   CO. 

102  WEST   14TH  ST.,  NEW  YORK 
q     Price  5c. 

'£~SJ^-^LX^&Z^f^?K&Z^^ 


|OOD  AND  DRINK  publishes  150,000  magazines  monthly,  it  is  a  co-operative 
magazine  published  by  the  retail  grocerymen.    They  are  in  closer  touch  with 

the  homes  than  any  other  merchant  in  the  land.    This  magazine  is  sold  to 

none  but  the  highest  class  grocerymen,  therefore  it  goes  into  the  homes  of  the  best 
families.  Everybody  eats;  everybody  drinks.  Everybody  is  interested  in  eating  and 
drinking.  If  you  want  to  sell  goods,  advertise  in  Food  and  Drink  and  you  will  reach 
the  consumer.  por  further  particulars  write  to 

FOOD  AND  DRINK  PUBLISHING  CO.,  102  W.  14th  St.,  New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     137 


Leading  Dailies  and  Weeklies—  Continued. 


Esti- 


.04H 

.02 
.02 


•07^ 

•05^ 
.06 


Pubs. 

WESTERN  STATES-Iowa.  circT     rate!' 

Fort  Dodge,  c.h.,  5,000 — Webster  Co. 

Chronicle            Dem — Eve — D]  1,000  .02 

Chronicle  Dem-We  &  Sa-SWj  1,900  .02 

Messenger           Rep — Eve — D  ]  900  .01 

Messenger  Rep-Tu  &  Fr-SWj  2,300  .02 

Port  Madison,  c.h.,  7,901— Lee  Co. 
Democrat  Dem — Eve — Dl      1,100    .02% 

Democrat  Dem — We — Wj      2,100 

Iowa  City,  c.h.,  7,016 — Johnson  Co. 

Press                   Dem — Eve — D]  1,000 

Press                   Dem— We— Wj  2,000 

Republican          Rep — Eve — D]  1,200 

Republican          Rep — We — Wj  1,900    .01 34 
Keokuk,  14,101 — Lee  Co. 
Constitution-Democrat               ") 

Dem— Eve— D  |  4,180    .05  H 
Constitution-Democrat 

Dem— We— WJ  6,800 

Gate  City              Rep-Morn-D^  3,200 

Gate  City              Rep— Su— W  4,200 

Gate  City              Rep— Th— Wj  5,100 

Marshalltown,  c.h.,  8,914 — Marshall  Co 

Times-Republican  Rep  Eve  D1  4,900 
Times-Republican 

Rep— Tu  and  Fr— SWJ  5,800 

Statesman-Press         Morn — D1  1,250 

Statesman-Press  Fr — Wj  3,800 

Muscatine,  c.h.,  11,454 — Muscatine  Co. 
Journal  Rep — Eve — D  ]      1,000 

Journal  Rep-Tu  Th  &  Sa-TWj  2,600 
News-Tribune  Dem-Morn-D")  1,100 
News-Tribune 

Dem — Tu  and  Fr — SWj      3,250 
Oskaloosa,  c.h.,  8,555— Mahaska  Co. 
Herald  Rep — Eve — D1      1,500 

Herald  Rep— Th— Wj      2,500 

Journal  Dem — Eve — D]      1,000 

Journal  Dem — Fr — Wj      2,700 

Ottumwa,  c.h.,  14,001 — Wapello  Co. 
Courier  Rep — Eve — D  ^|      3,700 

Courier  Rep— Th— W  J      3,775 

Democrat  Dem-Morn-DI      1,000 

Democrat  Dem — We — W  J      2,000 

Press  Ind — Sa — W        4,000    .03 

Sioux  City,  c.h.,  37,806— Woodbury  Co. 
Journal       Rep-Morn  &  Su-D"|      8,100 
Times  Ind— Eve— D        4,500     .03^ 

Journal         Rep-Tu  &  Fr-SWj      4,427     .03^ 


.02 
•03 

.0134 
.0134 
.02 

•03 

.02 
.02 
.01 
.01 


Memorandum. 


138     ADVERTISING. 


J.  WALTER  THOMPSON  CO 


Kansas  €ity 

Consolidated  with 
Post-tribune 

(  GERMAN  ) 

Circulation  over 
5,000 


Both  Twin  Cities — Kansas 
City,  Missouri;  Kansas  City, 
Kansas.  German  population 
over  45,000. 

Daily  and  Weekly. 

Weekly  circulation  6,200, 
mostly  in  Missouri,  Kansas, 
Indian  Territories. 


Houston 


(Texas) 


Daily 
Herald 

The  best  and 
most  popular 
evening  paper 

W.  H.  BAILEY,  Prop. 


Iowa  Catholic 
Messenger 

Published  Weekly  since  1882 
at  DAVENPORT,  IOWA, 
Fred.  B.  Sharon,  Publisher 


Circulates  in  every  County  in  Iowa,  in 
Western  Illinois,  Eastern  Nebraska,  North 
and  South  Dakota,  with  subscribers  scat- 
tered throughout  nearly  every  state  in  the 
Union. 

THE  MESSENGER  represents  the  Catho- 
lics of  the  West  and  all  Catholic  and 
Irish  Societies  of  the  State. 

Actual  Average  Circulation 
for  the  last  six  months,  4.807 


Largest  and 
JYlost  Influential 

list  of  German  papers  through  which 
to  reach  prosperous  Germans  and 
their  families  is 

'Che  Daily  and  Sunday 
Milwaukee  fierold, 

t^c  Sleekly  F)erold, 

and  that  great  weekly  German  Farm 

"Che  Hcker  and 
Gartenbau  Zeitung. 

Judicious  advertisers  all  over  the  land 
use  these  papers  liberally.  Each  paper 
has  its  own  distinct  readers.  No 
duplication  -when  you  use  this  list. 
Advertising  rates  reasonable.  Ser*v- 
ice  the  <very  best.  Rates  and  sample 
copies  from  any  legitimate  advertising 
agency,  or  direct  from 

Cbe  Rerold  Co.,  Milwaukee, 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     139 


Leading  Dailies  and  Weeklies — Continued. 


WESTERN  STATES—  Iowa. 

Esti- 
mated 
Circ. 

Pubs, 
one  t. 
rate. 

SIOUX  CITY—  Continued. 

Tribune               Dem—  Eve—  D  ] 

8,200 

.04^4 

Tribune               Dem—  We—  WJ 

3,500 

.03^ 

Waterloo,  c.h.,  6,674  —  Blackhawk  Co. 

Courier                  Rep  —  Eve  —  D  ] 

1,700 

.02 

Courier         Rep-Tu  &  Fr-SWj 

1,750 

.02 

Reporter               Rep  —  Eve  —  D  ] 

1,300 

.02 

Reporter      Rep-Tu  &  Fr-SWJ 

1,  800 

.02 

MISSOURI. 

Carthage,  c.h.,  8,100  —  Jasper  Co. 

Democrat             Dem-Morn-D"| 

1,  6OO 

.02 

Democrat             Dem—  Su—  W 

2,OOO 

.02 

Democrat             Dem—  Th—  Wj 

5,400 

•05 

Evening  Press     Rep  —  Eve  —  D  "1 

I,IOO 

.02 

Press                      Rep—  Th—  Wj 

2,400 

•03 

Chillicothe,  c  h.,  10,000  —  Livingston  Co. 

Constitution       Dem  —  Eve  —  D  "] 

800 

.01 

Constitution  Dem-Mo-Th-SW  J 

2,000 

.02 

Mail  &  Star      Dem—  Eve—  D] 

780 

.01 

Mail  &  Star  Dem-Tu-Fr-SWj 

1,100 

.02 

Hannibal,  15,000—  Marion  Co. 

Courier-Post        Rep  —  Eve  —  D  1 

2,300 

•03 

Courier-Post         Rep—  Fr—  Wj 

850 

.01 

Journal             Dem  —  Morn  —  D  1 

1,000 

.02 

Journal                 Dem—  Th—  W, 

1,400 

.02 

JEFFERSON  CITY,  c.h.,  10,000—  Cole  Co. 

Tribune            Dem  —  Morn  —  D^ 

900 

.01 

Tribune               Dem—  We—  W  J      3,coo 

•C3 

Joplitt,  9,943—  Jasper  Co. 

Herald             Dem—  Morn—  D  ' 

2,300 

.03 

Herald                   Dem—  Su—  W. 

2,750 

•03 

News                    Rep—  Eve—  D1      1,400 

•03 

Mining  News       Rep  —  Fr  —  Wj         700 

.02 

Kansas  City,  200,000—  Jackson  Co. 

Journal              Rep  —  Morn  —  D 

39,000 

•15 

Journal                   Rep  —  Su  —  W 

40,000 

.20 

Journal  and  Agriculturist 

Agri—  Th—  W 

32,500 

•25 

Mail                      Rep  —  Eve  —  D 

6,000 

.09 

Mail                       Rep—  Tu—  W 

22,500 

.10 

Presse                   Rep  —  Eve  —  D 

)      4<5co 

.06 

Presse  (German)           Th—  Wj      6,500 

.08 

Star                        Ind—  Eve—  D]    85,0:0 

•15 

Star                         Ind—  Su—  W      90,000 

.20 

Star                        Ind—  We—  WJ  128,000 

•35 

Times               Dem  —  Morn  —  D 

27,000 

.10 

Times                   Dem  —  Su  —  W 

22,700 

.12^ 

Times   Dem  —  Tu  and  Fr  —  SW 

37,300 

•25 

World                    Ind—  Eve—  D 

54,ooo 

•15 

World                     Ind—  Su—  W 

31,000 

•15 

Memorandum. 


140    ADVERTISING.  J.  WALTER  THOMPSON  CO. 


ST.  NICHOLAS  is 
the  only  MAGAZINE 
of  its  class.  The  people 
who  appreciate  the 
value  of  the  best  litera- 
ture for  young  folks 
and  who  are  able  to 
buy  it  are  the  most 
desirable  customers  for 
any  good  thing. 


(See  page  142.) 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     141 


Leading  Dailies  and  Weeklies — Continued. 


WESTERN  STATES-nissouri. 
Nevada,  c.h.,  7,262 — Vernon  Co. 
Dem— Eve— D 
Dem- 


Post 

Post 
Mail 
Mail 


-Eve— D] 
i— Fr— W  J 
Dem— Eve— D  ] 
i— Fiv-Wj 


Dem- 


Esti- 
mated 
Circ. 


I,IOO 
1, 800 
1,100 
2,800 


St.  Joseph,  c.h.,  75,000— Buchanan 

Gazette  Dem — Morn — D  "] 

Gazette  Dem— Su— W 

Gazette  Dem— Tu  &  Fr— SWj 

Herald  Rep— Morn— D 

Herald  Rep— Su— W 

Herald  Rep— Th— W 

News  Ind — Eve — D  ] 

News  Ind— Fr— WJ 


6,100 
3,000 
6,800 
7,400 
9,000 
17,000 
4,000 


St.  I/ouis,  543,ooo — St.  Louis  City  Co. 
Amerika  Dem — Morn — D"] 

Amerika  Dem— Su— W  i 

Amerika  Dem— We— WJ 

Chronicle  Ind — Eve — D 

Glote-Democrat  Rep  Morn  D 
Globe-Democrat  Rep-Su-W 
Globe-Democrat 

Rep— Tu  and  Fr— SWj 
Post-Dispatch  Ind— Eve— D 
Post-Dispatch  Ind— Su— W 
Post-Dispatch  Ind— Th— W. 
Republic  Dem — Morn — D 
Republic  Dem — Su — W 

Republic    Dem— Mo-Th— SW. 
Star  Rep— Eve— D 

Star  Rep_Su— Wj 

Westliche  Post  Rep-Morn-D 
Westliche  Post  (German) 

Rep— Tu  and  Fr— SW 
Abend-Anzeiger       Ind-Eve-D 
Anzeiger   des    Westens    (Ger- 
man) Ind— We— W 
Miss.  Blaetter      Rep— Su— W. 

Sedalia,  c.h.,  20,000 — Pettis  Co. 

Capital  Rep-Morn-D]  2,600 

Capital  Rep— Su— W  2,300 

Capital  Rep— Th— Wj  3,800 

Democrat  Dem-Eve-Dl  2,400 

Democrat  Dem — Su — W  2,700 

Democrat  Dem — Fr — Wj  2,000 

Sentinel  Dem — Eve — D]  1,800 

Sentinel  Dem— Th— WJ  1,300 

Springfield,  c.h.,  35,000 — Greene  Co. 
Leader  Democrat         Eve — D ]      6,000 
Leader  Democrat  Dem-Fr-WJ      4,600 
Republican       Rep — Morn — D]      4,100 
Republican  Rep— Th— Wj      2,600 


Pubs, 
one  t. 
rate. 


.02 
.02 
.02 
.03 


.05/2 
•05^ 

.05  y* 
.05^ 
.08 
.02 


1   12,800 

.10 

i    17,000 

.10 

!    29,000 

•  15 

108,000 

.20 

89,000 

•25 

98,800 

•30 

1  14,000 

•65 

107,000 

•25 

119,000 

•30 

20,000 

•  15 

55,ooo 

•25 

65,000 

•30 

105,000 

•75 

80,300 

.20 

68,8co 

.20 

34,000 

•15 

31,000 

•15 

22,500 

•15 

27,000 

•15 

75,000 

•  15 

.03 
.03 
.03 
•03 

•03 
•03 

.02 

.02 


.04 
.08 
.03^ 
•03 


Memorandum. 


142     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  August  Number. 

ST  NICHOLAS 

IFOR- YOUNG  -  FOLKSf 

CONDUCTED  BY 

AXARY-  AXAPES  -  DODGE 


&      MACMILLAN  AND  C°   LTD,  ST.  MARTIN'S  ST  -LONDON 

THE-CENTURY-CO-UNION-SQUARE-NEW-YORK 

COPYRIGHT,   1899,  BY  THE  CENTURY  CXI.      EKTERED  AT  THE  POST-OFFICE  AT  NEW  YORK  AS  SECOND-CLASS  MAIL  MATTER. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     143 


Leading  Dailies  and  Weeklies  —  Continued. 

Western  States.                                                 Esti-      Pubs. 

KANSAS.              Sd     rafe1'                         Memorandum. 

Arkansas  City,  8,347  —  Cowley  Co. 

Traveler             Rep  —  Morn  —  D^|      1,300     .02 

Republican  Traveler 

Rep—  Th—  WJ      1,450    .02 

Atchison,  c.h.,  13,963—  Atchison  Co. 

Champion            Rep  —  Eve  —  Dl      1,000    .07^4 

Champion             Rep  —  Th  —  WJ      1,500    .07^4 

Globe                     Ind  —  Eve  —  D^      3,000     .07^4 

Globe                      Ind—  Th—  WJ      4,500     .07^ 

Umporia,  c.h.,  7,551  —  Lyon  Co. 

Gazette                 Rep  —  Eve  —  D'l      1,200     .02 

Gazette                  Rep  —  Th  —  WJ.     1,600    .02 

Republican           Rep  —  Eve  —  D  1      1,800     .01 

Republican            Rep  —  Th  —  Wj      2,000     .01 

Fort  Scott,  c.h.,  11,946  —  Bourbon  Co. 

Monitor             Rep  —  Morn  —  D1      1,000    .01^ 

Monitor       Rep  We  &  Sa-SWJ      2,500    .02^ 

Tribune               Dem  —  Eve  —  D  ]      1,400     .02 

Tribune                Dem  —  Th  —  Wj      1,800     .02 

Hutchinson,  c.h.,  9,500  —  Reno  Co. 

News                     Rep  —  Eve  —  D]      2,275     .01 

News                      Rep—  Th—  WJ      1,850    .01 

Kansas  City,  c.h.,  41,000  —  Wyandotte  Co. 

Gazette                  Rep  —  Eve  —  D  1      2,400    .04 

Gazette                   Rep—  Th—  WJ      3,6(0     .06 

I/awrence,  c.h.,  9,997  —  Douglas  Co. 

Journal                 Rep  —  Eve  —  D]      2,100    .02 
Journal                   Rep  —  Sa  —  WJ      2,650    .02 

World                   Rep  —  Eve  —  D  ]      2,200    .02 

World                    Rep—  Th—  WJ      2,500    .02 

I^eavenworth,  c.h.,  19,768  —  Leavenworth  Co. 

Standard             Dem  —  Eve  —  D"|      3,750    .09 

Standard               Dem  —  Fr  —  WJ      6,500    .09 

Times  Rep  —  Morn  ex  Mo  —  D)      9,000    .oSl/3 

Times                     Rep—  Th—  WJ    11,400    .08  1/3 

Newton,  c.h.,  5,605  —  Harvey  Co. 

Republican           Rep  —  Eve  —  Dl      1,000    .02 

Republican            Rep  —  Fr  —  WJ      1,700    .02 

Parsons,  6,736  —  Labette  Co. 

Eclipse                  Ind  —  Eve  —  D^l      1,000    .02 

Eclipse                  Ind  —  We  —  Wj      3,ioo    .03 

Sun      Rep  —  Morn  ex  Mo  —  D1      3,500    .10 

Sun                        Rep  —  Th  —  Wj      3,700    .03 

Pittsburg,  8,000—  Crawford  Co. 

Headlight            Rep—  Eve—  D]      1,775     -02 

Headlight              Rep—  Th—  Wj         950    .01 

144    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Entirely  of  Tile 


Do  you  want  the  newest  and  best  refrigerator, 
made  of  porcelain  outside  and  inside — doors  with 
tile  or  heavy  plate  glass,  no  chance  to  warp, 
no  odor,  always  clean,  and  will  last  a  lifetime  ? 

If  so,  send  for  descriptive  catalog  to 


THE  F.  A.  WILKE  CO., 


Richmond, 
Ind. 


This 

advertisement, 
one-quarter 


appeared  in  the 
issues  of 

The 

Century 

Magazine 

for  April,  May, 

June,  July  and 

August. 


Richmond,  Ind.,  August  17,  1899. 
THE  CENTURY  Co.,  33  East  ijth  St.,  New  York,  N.  Y. 

Gentlemen  :  The  advertisement  inserted  for  us  in  your  maga- 
zine has  been  the  means  of  simply  snowing  us  under  with  orders. 
We  recognize  by  experience  the  value  of  The  Century  as  an 
advertising  medium,  and  to  say  that  we  are  pleased  with  the 
results  that  followed  the  insertion  of  our  advertisement  in  your 
magazine  would  express  it  mildly.  Certainly  we  must  acknowl- 
edge that  it  has  been  the  means  of  building  up  for  us  a  business 
far  beyond  our  ability  to  take  care  of;  in  fact,  we  have  been 
obliged  to  refuse  orders  all  during  the  season. 

Very  truly  yours, 

(Signed)          THE  F.  A.  WILKE  Co. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     145 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti- 

Pubs. 

WESTERN  STATES—  Kansas.                efj^1 

one  *•                        Memorandum. 
rate. 

PITTSB  URG—  Continued. 

Tribune  Rep  —  Eve  ex  Mo  —  D]      1,100 

.02 

Tribune                Rep—  We—  Wj         700 

.01 

TOPEKA,  c.h.,  31,007—  Shawnee  Co. 

Capital               Rep  —  Morn  —  D^|     12,000 

.07^ 

Capital                    Rep  —  Su  —  W       13,000 
Capital  Agl  —  Tu  and  Fr  —  SWJ     16,000 

.07^ 
•03 

Democrat            Dem  —  Eve  —  D         1,500 

•03 

Journal                  Rep  —  Eve  —  D  ^     13,500 

.07 

Journal                   Rep  —  Th  —  Wj      2,000 

.01 

Wichita,  c.h.,  23,853—  Sedgwick  Co. 

Beacon                Dem  —  Eve  —  D  1      5,400 

.06 

Beacon                  Dem—  Fr—  Wj      1,800 

•03 

Eagle    Rep  —  Morn  ex  Mo  —  Dl    14,000 

.10 

Eagle                      Rep  —  Su  —  W       12,000 

.10 

Eagle                       Rep—  Fr—  WJ      7,750 

.103/4 

Winfield,  c.h.,  5,184—  Cowley  Co. 

Courier                 Rep  —  Eve  —  Dl      1,250 
Courier                   Rep  —  Th  —  Wj      2,500 

.OI 
.0134 

NEBRASKA. 

Beatrice,  c.h.,  13,836—  Gage  Co. 

Express                 Rep  —  Eve  —  D  1         950 

.OI 

Express                 Rep  —  Th  —  W  J         900 

.01 

Hastings,  c.h.,  13,700  —  Adams  Co. 

Republican           Rep  —  Eve  —  D]      1,100 

.02 

Republican             Rep  —  Sa  —  Wj      1,300 

.02 

Kearney,  c.h.,  11,000  —  Buffalo  Co. 

Hub                      Rep  —  Eve  —  D^|         725 

.01 

Hub  and  Cent.  Neb.  Press 

Rep—  Mo  and  We—  SWJ      1,100 

.02 

I/INCOI/N,  c.h.,  57,000  —  Lancaster  Co. 

News-  Call            Rep—  Eve—  D]      4,800 

•03^ 

News-Call  Rep-Mo  &  Th-SWJ      2,800 

Journal               Rep  —  Morn  —  D  1     12,400 

.0754 

Journal                   Rep  —  Su  —  W       15,900 

•0754 

Journal     Rep—  Tu  &  Fr—  SWj    27,000 

.1454 

Nebraska  City,  c.h.,  14,000  —  Otoe  Co. 

Press  Rep  —  Morn  ex   Mo  —  D1      1,200 

.02 

Press     Rep—  We  and  Sa—  SWj      2,400 

•03 

News    .                Dem  —  Eve  —  D1      1,400 

.02 

News    Dem—  Tu  and  Fr—  SWj      5,400 

•OS 

146    ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


STORY-TELLERS'  NUMBER. 


VOL  LVIII,  No.  3. 


JULY,  1899. 


PRICE,  35  CENTS, 


THE  CENTURY 
I  LLUSTRATED 


MAGAZINE 


MDCCCXCIX 

MACMILLAN  AND  C°  •  LTD  ST.  MARTIN'S  S1    LONDON 

THE  CENTURY  COUN1  ON  SQUARE-NEWYORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     147 


Leading  Dailies  and  Weeklies — Continued. 


Esti-  Pubs. 

mated  one  t. 

WESTERN  STATES— Nebraska.  circ.  rale. 

Omaha,  c.h.,  145,000— Douglas  Co. 

Bee     Rep— Morn  and  Eve— D]    22,500  .10 

Bee  Rep— Su— W  |    20,000  .10 

Bee  Rep— We— WJ    37-5OQ  .20 

Post-Tribuene  Ind-Eve-D]      4,200  .05 

Neb.   Vorwaertz       Rep-Th-Wj     10,000  .08 

World-Herald  ] 

Ind— Morn  and  Eve— D  |    28,600  .10 

World-Herald        Ind— Su— W      28,000  .10 

World-Herald   Ind-Tu-Fr-SW  J     16,000  .12 


NORTH  DAKOTA. 
BISMARCK,  c.h.,  5,100— Burleigh  Co. 

Tribune  Rep— Eve— Dl       i.ooo 

Tribune  Rep— Fr— WJ      2,100 

Fargo,  c.h.,  8,900 — Cass  Co. 

Argus  Rep — Morn  ex  Mo — D^| 
Argus  Rep— Su — W 

Argus  Rep— Th— W  J 

Forum  and   Republican  ^) 

Rep— Eve— D  | 
Forum  and  Republican 

Rep— Fr— W  J 


.02 
.03 


•023/4 


3,200 
3,900 
3oOO 

2,600 
2,700 
Grand  Forks,  c.h.,  8,100 — Grand  Forks 

Herald  1 

Rep — Morn  ex  Mo — D  j  2,100 

Herald  Rep— Fr— WJ  1,500 

Plaindealer          Dem— Eve— D  ^  2,375 

Plaindealer  Dem— Th— WJ  2,800 

SOUTH  DAKOTA. 

Deadwood,  c.h.,  6,400 — Lawrence  Co. 

Pioneer-Times     Dem-Morn-D^l       1,600 
Pioneer-Times        Dem-Th-W  J       1,400     .07^4 

Sioux  Falls,  c.h.,  10,000— Minnehaha  Co. 
Argus  Leader      Rep — Eve — D]      3.900     .03^ 


.04 
Co. 

.03^ 

.02 

•03 
•03 


Argus  Leader  Rep — Morn — D  \ 
Argus  Leader  Rep— We— WJ 
Press  Ind — Morn  ex  Mo — D^| 
Press  Ind— Fr— WJ 


4.400 
2,400 
3-400 
1,500 


.02 


Memorandum. 


Perseverance  and  diligence  in  advertising  produce  results  just  as  the  same 
qualities  do  in  other  lines  of  endeavor. 

With  a  complete  stock  on  hand,  the  seller  has  the  problem  of  disposing  of  it. 
If  he  is  sagacious,  he  takes  the  quickest  and  best  road  to  accomplish  this.  He  adver- 
tises his  goods. 


148     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  NORFOLK  LANDMARK 


BoSi^r^i^'"^^!!^  i. 


PAPER 

of 


-"is." »  ^TV1    aSCTM " IT" "*"  "™ 

SSa^alstiSSfSl  SK  — 


PAYS 

ADVERTISERS 


For  Advertising  Rates  apply  to  STJ5FE  W.  FLOYD  in  charge  of 
Foreign  Advertising,  American  Tract  Society  Building,  New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     149 


Leading  Dailies  and  Weeklies — Continued. 


SOUTHERN   STATES. 


VIRGINIA. 

Charlottesville,  c.h,,  7,800 — Albemarle  Co. 


Esti-  Pubs, 
one  t. 
rate. 


Progress 
Chronicle 


Dem  —  Eve  —  D1 
Dem  —  Th  —  Wj 


1,500 
1,900 


Danville,  15,000 — Pittsylvania  Co. 

Register 

D 

Register 


.ci  I 

Dem — Morn  ex  Mo — D 
Dem— Th— WJ 


1,150 
1,300 


I/ynchburg1,  20,500 — Campbell  Co. 
Advance  Dem — Eve — Dl       1,200 

Advance  Dem — Th — WJ      1,500 

News  Dem — Morn  ex  Mo — D1      2,600 
Dem— Th— WJ 


.02 
.02 


.02 
.02 


.02 
.02 


News 


3,100    .051/2 


1,650 
7,500 
8,000 
2,400 


.02 

.07^4 

•05 

•0924 
.IO 


Norfolk,  42,500 — Norfolk  Co. 
Dispatch  Dem — Eve — D 

Landmark        Dem — Morn — D1 
Landmark  Dem — Su — Wj 

Public  Ledger     Ind— Eve— D 
Virginian         Dem — Morn — D") 
Virginian  Dem — Su — W  J      9,900 

Petersburg,  22,680 — Dinwiddie  Co. 
Index- Appeal      Dem-Morn-DI      4,200     .05 
Index-Appeal      Dem — Su — W        4,100 
Index- Appeal     Dem — We — WJ      1,800    .02 

Portsmouth,  c.h.,  15,000 — Norfolk  Co. 
Star  Dem — Eve — D         1,750    .02 

RICHMOND,  c.h.,  84,000— Henrico  Co. 
Dispatch 

Dem — Morn  ex  Mo — D 
Dispatch  Dem— Su— W 

Dispatch     Dem-Tu  &  Fr-SW 
Leader  Dem— Eve— D 

State  Dem— Eve— D 1 

State  Dem— Su— Wj 


Times  Dem — Morn  ex  Mo — D "] 
Times  Dem— Su— W  | 

Times  Dem— Mo  and  Th— SWJ 


10,500 
15,800 
11,000 
8,500 
4,800 
3,000 
8,100 
9700 
3,500 


.07^4 

.09 

.09 

.08 

.08 

•05 

.08 


.09 


Roanoke,  19,800 — Roanoke  Co. 

World  Dem— Eve— D  "1  2,250 

World  Dem— Sa— Wj  1,750 

Times  Ind — Morn  ex  Mo — D  2.200     .03 


•03 

.02 


Memorandum. 


150    ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


^~  THE  MORNING  POST.-S 


For  Advertising  Rates  apply  to 

STEVE  W.  FLOYD,  in  charge  of  Foreign  Advertising 

AMERICAN  TRACT  SOCIETY  BUILDING 
NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     151 


Leading  Dailies  and  Weeklies  —  Continued. 


Southern  States.  Esti-      Pubs. 

WEST  VIRGINIA.  ^  °rStee! 
CHARI/ESTON,  c.h.,  12,800— Kan  a  wha  Co. 


Gazette             Dem—  Morn—  Dl      2,500 

.05/2 

Gazette                Dem—  We—  WJ       1,800 

.05/2 

Mail-Tribune            Rep-Eve-D"|      2,400 

.03 

Mail-Tribune        Rep—  Th—  WJ       1,800 

.02 

West  Virginian       Rep-Eve-D         1,000 

.02 

Huntington,  c.h.,  13,000—  Cabell  Co. 

Advertiser           Dem  —  Eve  —  Dl      1,100 

.02 

Advertiser            Dem—  Th—  WJ         780 

.OI 

Martinsburg,  c.h.,  7,500  —  Berkeley  Co. 

World                  Dem  —  Eve  —  D]        ,100 

.03^ 

World  Dem—  Tu  and  Fr—  SWj        ,300 

•0754 

Parkersburg,  c.h.,  13,500  —  Wood  C<>. 

News                  Rep  —  Morn  —  Dl        ,300 

.04 

News                      Rep—  Su—  Wj        ,800 

.04 

Sentinel               Dem  —  Eve  —  D1        ,600 

.03/2 

Sentinel  Dem—  Tu  &  Fr—  SWj        ,900 

.05  / 

Journal                 Rep  —  Eve  —  D"|      1,500 

-03/2 

Journal                   Rep—  Th—  W  J      3,900 

.05  y-2 

Wheeling,  c.h.,  41,000—  Ohio  Co. 

News                      Ind  —  Eve  —  D^|      7,100 

.05/2 

News                        Ind  —  Su  —  W        7,  500 

.0754 

News                       Ind—  Th—  WJ      2,000 

.0754 

Intelligencer          Rep-Morn-DI      5,800 
Intelligencer         Rep  —  Th  —  WJ      4,100 

.03  / 

.04^4 

Register           Dem—  Morn—  D]      9,500 

.0354 

Register                Dem  —  Su  —  W       13,000 

.04^4 

Register               Dem—  We—  WJ      8,700 

.0424 

NORTH  CAROLINA. 

Asheville,  c.h.,  15,000 — Buncombe  Co. 
Citizen  Dem — Eve — D  ]      1,500 

Citizen     Dem— Tu  &  Fr— SWJ         700 

Gaze.te  Dem-Morn-D')      2,000 

Gazette  Dem — Su — W  | 

Gazette  Dem— Th— WJ 


2,400 
600 


.03^ 
.03/2 

.03/2 
.035*^ 


Charlotte,  c.h.,  14,000  —  Mecklenburg  Co. 


News                   Dem — Eve — D1  2,500 

Times-Democrat     Mo-Th-SWj  3,400 

Observer          Dem — Morn — D  ^  4,500 

Observer               Dem — Su — W  |  4,800 
Observer 

Dem— Tu  and  Fr— SWJ  3,000 

Durham,  c.h.,  10,000 — Durham  Co. 

Herald  Ind — Morn  ex  Mo — D  1,200 


.0754 
.0714 

.071/4 
•0754 

.02 


152     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


ONLY 


MORNING  DAILY 

|N  CHARLESTON. 
CIRCULATION, 

OF  SOUTH 


CHARLESTON 


r^^>< 


>XV^>X> 


South  Carolina  is  proud  of  such 
an  up-to-date  daily  paper  as 


PUBLISHED  AT  COLUMBIA,    THE  CAPITAL,    IT   CIRCULATES  OVER  THE   ENTIRE   STATE. 


STEVE  W.   FLOYD,  150  NASSAU  STREET,  NEW  YORK. 

Special  Representative  for  Foreign  Advertising. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     153 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 


SOUTHERN  STATES—  No.  Carolina. 

Greensboro,  c.h.,  5,100  —  Guilford  Co. 
Record  Dem—  Eve—  D]      1,050 

Record  Dem—  Fr—  Wj         500 

RAI/EIGH,  c.h.,  18,000—  Wake  Co. 
Post  Dem—  Morn  ex  Mo—  D]      6,200 
Post  Dem—  Su—  W        6,500 

Post  Dem—  Th—  WJ    12,000 

News  and  Observer  1 


Dem — Morn  ex  Su — D 
North  Carolinian   Dem-Tu-WJ 


5,8oo 
1,500 


Pubs. 
one  t. 
rate 


.02 
.OI 


.07^ 
•07^4 
.02 


Times-Visitor       Ind — Eve — D 
Wilmington,  c.h.,  28.000 — New  Hanover  Co. 

Messenger           Dem-Morn-D]  2,500  .085/3 

Messenger       Dem-Tu-Fr-SW  J  3,000  .08^ 

Star     Dem— Morn  ex  Mo— D]  1,800  .03 

Star                       Dem— Fr— WJ  2,300  .03 

Winston,  c.h.,  11,000 — Forsyth  Co. 

Sentinel               Dem— Eve— Dl  1,000  .02 

Sentinel                Dem— Th— WJ  2,800  .03 

SOUTH  CAROLINA. 

Charleston,  c.h.,  54,955— Charleston  Co. 


Critic 
Post 


Dem— Eve— D 
Dem — Eve — D 


2,900 
3,100 


.05 
.10 


News  and  Courier  (no  cuts)     "1 

i — Morn — D  |      8,000 


7,400 
6,800 


.10 

.10 

.15 


Dem- 
Sunday  News      Dem — Su — Wl 
News  &  Courier  Dem-We-Wj 

COLUMBIA,  c.h.,  15,353— Richland  Co 
State  Dem— Morn— D]      5,400     .07^ 

State  Dem— Su— W        5,600     .07^ 

State  Dem— Tu  and  Fr— SWj      1,500    .07^4 
Greenville,  c.h.,  10,800 — Greenville  Co. 
News  Dem— Morn  ex  Mo— Dl      1,600    .02 
News     Dem— Tu  and  Fr— SW  J      4,000    .05 
Spartanburg,  c.h.,  5,544— Spartanburg  Co. 
Herald  Dem — Morn — D^|      2,000    .02 

Herald  Dem— Tu  and  Fr— SWJ      1,500    .02 

GEORGIA. 

Americus,  c.h.,  6,398—  Sumter  Co. 
Times-Recorder    DemMornDl      1,500     .02 
Times-Recorder      Dem-Fr-Wj      2,800    .03 
Athens,  c.h.,  8,639— Clarke  Co. 
Banner  Dem-Morn-D")         900    .0754 

Banner  Dem — Fr — WJ      2,500     .07^4 

ATLANTA,  c.h.,  65,353— Fulton  Co. 

Constitution         Dem-Morn-D  ]     19,000 
Constitution  Su  I    28,000 

Constitution       Dem — Mo — Wj 


110,000 


.10 
.10 

•75 


Memorandum. 


154    ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


SHAMROCK  FLIES  AWA 
FROMTHE^RITANNIA 

Hew  Cop  Qallcnicr.  in  a'  Race  Wilt  'Prince  of 
Wales 


THE%UNDROltfN"IGNORED 
BY  ADMINISTRATION  OFFICIALS; 


NEWSPAPER  MEN  DISCREDITED 


AVERAGE  ^-  *m  ATIHM 

DAILY  CIRCULATION 

DURING  1898 

30.O55 


BROOKLYN  STRIKERS 
GAININGJNSTRENGTfl 

>er  of  Non-Colon  Men  Won  Over  Dnrtii(;'tli« 
s  On  tbc  Rapid 


WHICH   IS  LARGER  THAN 
ANY  DAILY  PAPER  SOUTH 
OF 


It  is  the  exponent  of  the  con 
servative  element  of  the  South. 

The  Semi  -Weekly  has  a 
guaranteed  circulation  of  26,000 
and  is  increasing  rapidly. 


THE  JOURNAL,  Atlanta,  Qa., 

HOKE  SHITH,  H.  H.  CABAINISS, 

President.  Business  Manager. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     155 


Leading  Dailies  and 

Weeklies  —  Continued. 

Esti- 

Pubs. 

SOUTHERN  STATES—  Georgia. 

mated 
Circ. 

one  t.                          Memorandum. 
rate. 

A  TLA  NT  A—  Continued. 

. 

Journal        Dem-Eve  ex  Su-D^ 

30,000 

.10 

Journal                  Dem—  Th—  WJ 

26,OOO 

.IO 

Augusta,  c.h.,  38,  ooo-  Richmond  Co. 

Chronicle              Dem-Morn-D^ 

6,500 

.08^ 

Chronicle                                    Su 

7,000 

.08^ 

Chronicle         Dem-Tu-Fr-SW, 

5,200 

.08^2 

Herald         Dem-Eve  ex  Su-D^ 

6,000 

.07 

Herald                                        Su 

5.500 

.07 

Herald                                Fr—  W, 

3,100 

.07 

Tribune         Pop-Eve  ex  Su-D^ 

1,900 

•03^ 

Georgia  Tribune      Pop-Fr-W^ 

1,500 

.02 

Brunswick,  c.h.,  8,459  —  Glynn  Co. 

Call      Dem—  Morn  ex  Mo—  D 

1,300 

.02 

Times                Dem  —  Morn  —  D  "; 

900 

.02 

Times                    Dem  —  Su  —  W  _, 

I.IOO 

.02 

Columbus,  c.h.,  17.303  —  Muscogee  Co. 

Enquirer-Sun      Dem-Morn-D] 

4,200 

•07^4 

Enquirer-Sun                            Su 

4.750 

Enquirer-Sun            Dem-Sa-Wv 

5.  5co 

'•07l/4 

Ledger         Dem-Eve  ex  Sa-D^ 

5,000 

•OS1A 

Ledger                  Dem—  Su—  W 

5.5oo 

•05^2 

Ledger                   Dem—  Fr—  W  , 

1,000 

.02 

Macon,  c.h.,  22,746  —  Bibb  Co. 

News       Dem  —  Eve  ex  Su  —  D^ 

2,250 

•03 

News                      Dem—  Su—  W, 

•03 

Telegraph        Dem  —  Morn-  —  D^ 

6,600 

•07^4 

Telegraph             Dem  —  Sa  —  W 

7,5oo 

.°7l/4 

Telegraph           Dem—  Mo—  WJ 

5.300 

.07Y4 

Rome,  c.h.,  7,000  —  Floyd  Co. 

Hustler  and  Commercial 

Dem—  Eve—  D 

1,250 

.02 

Hustler  and  Commercial 

Dem—  Su—  W  , 

1,300 

.02 

Courier                 Dem  —  Th  —  W 

2,000 

.02 

Tribune                 Dem-Morn-D' 

1,700 

.02 

Tribune                 Dem—  Th—  W, 

2,000 

.02 

Savannah,  c.h.,  55,000  —  Chatham  Co. 

News   Dem  —  Morn   ex   Su  —  D" 

7.500 

.10 

News                                         Su 

10,000 

.10 

News     Dem—  Mo  &  Th—  SW, 

8,000 

.10 

Press       Dem  —  Eve  ex  Su  —  D 

5.500 

.07^4 

Thomasville,  c.h.,  5,514  —  Thomas  Co. 

Times-  Enterprise 

Dem  —  Morn  ex  Mo  —  D            600 

.01 

Times-Enterprise     Dem-Sa-Wj      1,200 

.02 

156    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  DAILY  LEDGER. 


*•"—*% 

<;         III  Cull  I  WliK        > 


VOL.  IV.  NO.  171. 


BIRMETOHAM,     ALA..   THURSDAY,    .1ITNE    15.    1809. 


PRICE  TWO  CENTS. 


strirrs1 


The  Evening  Ledger 

exceeds  in  circulation  any 

of  its  competitors. 

Delivered  at  the  homes 

through  this  prosperous 

section  for  6  cents  per  week 

# 

Birmingham's  Popular 

Paper.     Gives  advertisers 

good  returns. 


For  Advertising  Rates  apply  to 

STEVE  W.  FLOYD,  in  charge  of  Foreign  Advertising 

AMERICAN  TRACT  SOCIETY  BUILDING 
NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     157 


Leading  Dailies  and  Weeklies — Continued. 


Southern  States.  Esti- 

F LOR  I  DA.  ciJcd 
Jacksonville,  c.h.,  30,000 — Duval  Co. 

Metropolis  Dem-Eve-D  4,850 

Times-Union  and  Citizen 

Dem — Morn — D  5,ooo 
Times-Union  and  Citizen 

Dem— Tu  &  Fr— SWJ  6,000 

Pensacola,  c.h.,  11,750 — Escambia  Co. 
News  Dem — Eve  ex  Su — D  1  1,200 
News  Dem — Fr — WJ  1,600 

Times-Star  Dem-Morn-D  900 

St.  Augustine,  c.h.,  4,742— St.  John  Co 
News          Ind — Eve  ex  Su — D1      1,000 
News  Ind— Th— WJ         700 

Tampa,  c.h.,  15,000 — Hillsboro  Co. 
Times       Dem— Eve  ex  Su— D]      1,350 
Times  Dem— Th— WJ      2,450 

Tribune  Dem— Morn— D1      1,800 

Tribune  Dem— Th— WJ      2,750 

ALABAMA. 

Anniston,  10,000 — Calhoun  Co. 

Hot  Blast          Ind— Eve  ex  Su— D  1,100 

Times                           Ind— Th— W  1,600 

Republican                 Dem — Sa — W  2,000 

Birmingham,  c.h., 26,000 — Jefferson  Co. 
Age-Herald  Dem — MornexMo — D]  7,000 
Age-Herald  Su  9,500 

Age-Herald  Dem — We — WJ  7,000 

Ledger  Ind — Eve — D    2,900 

News  Dem — Eve — D    8,000 

Florence,  c.h.,  6,012 — Lauderdale  Co. 
Herald  Dem— Th— W     1,650 

Times  Dem— Sa— W     1,750 

Huntsville,  c.h.,  8,000 — Madison  Co. 
Evening  Tribune      Rep — Eve — D  ]     800 
Tribune  Rep — Tu — W  J     790 

Mercury  Dem — Morn  ex  Mo — D  ]  910 
Mercury  Dem— We— W  I  2,800 

Mobile,  c.h.,  40,000 — Mobile  Co. 
Item  Ind — Eve  ex  Sa  and  Su  Morn     1,650 
Herald  Dem — Eve — D     3,000 

News  Dem— Eve  ex  Sa — D  ]  2,560 

Sunday  News  Dem — Su — WJ  2,675 

Register  Dem — Morn  ex  Mo — D  ]  4,300 
Register  Dem — Eve — D  6,000 

Register  Su    6,700 

Register  Dem— Sa— WJ  6,500 


Pubs, 
one  t. 
rate. 


[emorandum. 


.10 
.10 

.0154 

•oi 

.01 


.02 
.01 


.02 
•03 
.10 
.10 


.07X 

.02 
.02 


.07 


.02 
.02 


.01 
.01 
.OI 
.02 


.03 
.05 

.OS/2 
.OS/2 

.08/2 

.osy2 

•  OS/2 


158     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Augusta  Chronicle 


CONTINUOUS  PERFORMANCE 


OF  HOWLING  FARCE 


r™r.  7™  :i:;  GR"T  '"T£R  I " FIRST  's-^j  aS2-SSnSS 


m^^M^^m 


.•ijriai-jssLai  £  s-sr-r^sTrsis  ir.-s?is?!rK..«-. 


•• 


Foradvertising  rates  apply  to  STEVE.W.  FLOYD,  in  charge  of 
Foreign  Advertising,  American  Tract  Society  Bldg.,  New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     159 


Leading  Dailies  and  Weeklies — Continued. 


Esti-      Pubs. 

SOUTHERN  STATES-Alabama.  ^f^    Ta^e.' 

MONTGOMERY,    c.h.,     34,000— Montgom- 
ery Co. 
Advertiser  Dem — Morn — D  ] 


Advertiser  Dem — Fr — W 

Advertiser  Su  | 

Evening  Telegram  Eve  ex  Su — D  J 
Journal  Dem — Eve— D 

Sunday  Journal        Dem — Su — W 

-Dallas  Co. 


7,550  .07X 
10,500  .07^ 
8,650  .07X 
3,5oo 
3,3oo 
4,000 


.05 

•04X 

.05 


Selma,  c.h.,  7,62; 

Journal         Dem — Eve  ex  Sa — D~l      870  .01 
Journal  SuJ      900  .01  ^ 

Morning  Times      Dem — Morn — D  |  1,400  .03^ 
Times  Tu  and  Fr — SW  j  2,200  .02^ 

MISSISSIPPI. 

Columbus,  c.h.,  7,000 — Lowndes  Co. 

Commercial     Th  and  Su — SW 
Dispatch     Dem-Su  &  We-SW 

JACKSON,  10,000 — Hinds  Co. 

Clarion-Ledger      Dem-Eve-D 
Clarion-Ledger 


2,300 
2,400 


•03 
.02 


Dem-Th-W 
Dem— Eve— D 
Dem— Fr— W 


2,100 
9,000 

News  Dem — Eve— D         1,800 

News  Dem — Fr — W        3,ioo 

Meridian,  c.h.,  15,000 — Lauderdale  Co. 

Herald  Dem-Morn-D]         900 

Herald  Dem— Th— WJ      1,000 

Natchez,  c.h.,  12,000 — Adams  Co. 

Democrat  and   Courier  1 

Dem — Morn  ex  Mo — D  j      1,300 
Democrat  Dem — We — \V  j       i ,  i  co 

Vicksburg,  c.h.,  20,000 — Warren  Co. 

Post  Dsm— Eve— D  2,650 

Herald  Dem-Morn-D]  3,600 

Herald  Dem— Su— W  4,400 

Herald  Dem— Fr— WJ  3,000 


.08^ 

.12 
.02 


.02 
.02 


.02 

C2 


.103/4 

.1034 

.103/4 


TENNESSEE. 

Chattanooga,  c.h.,  35,000 — Hamilton  Co. 

News 
News 
Times 
Times 
Times 

Clarksville,  c.h.,  10,000— Montgomery  Co. 

Chronicle  Dem — Eve — D]       1,400     .02^ 

Chronicle     Dem-Tu  &  Fr-SWJ      3,400     .03^ 


Dem—  Eve—  D 

5,600 

.05^ 

Dem—  Th—  W 

3.000 

.05^ 

Dem  —  Morn  —  D 

9,900 

•05^ 

Dem—  Su—  W 

14,400 

.07^4 

Dem—  We—  W 

20,000 

.07^4 

Memorandum. 


160    ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


AUGUSTA, 

POPULIST  DAILY 
SOUTHERN  STATES 


Georgia  Tribune 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     161 


Leading  Dailies  and  Weeklies — Continued. 


SOUTHERN  STATES— Tennessee. 
Jackson,  c.h.,  13,500 — Madison  Co. 

Sun          Dem — Eve  ex  Sa — D  "1 
Sun  Dem— Su— W 

Sun  Dem— Fr— WJ 

Whig  Dem — Morn  ex  Mo — D] 
Whig  Dem— Su— W 

Whig  Dem-Sa-Wj 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


1,700 
2,20O 
2,500 
I,70O 
2,000 
2,500 


Knoxville,  c.h.,  22,535— Knox  Co. 

Sentinel               Dem — Eve — D ")  4,600 

Sentinel           Dem-We-Sa-SW  J  2,700 

Journal-Tribune  Rep-Morn-Dl  4,100 

Journal-Tribune        Rep-Su-W  4,400 

Journal-Tribune      Rep-We-Wj  1,800 

Memphis,  c.h.,  78,000 — Shelby  Co. 
Commercial-Appeal                     "1 

Dem — Morn — D  22,400 
Commercial- Appeal 

Dem — Su — W  26,400 
Commercial- Appeal 

Dem — Tu — WJ  65,000 

Scimitar               Dem — Eve — D  8,200 

Herald                Dem — Eve — Dl  1,500 

Herald                  Dem — Su — Wj  2,500 

NASHVII/I/E,  c.h.,  87,000— Davidson 

American         Dem — Morn — D  ~]  14,900 

American              Dem — Su — W  15,800 

American       Dem-Mo-Th-SW  J  30,000 

Banner                   Ind — Eve — Dl  12,350 
Banner                   Ind— We— Wj 


5,200 


.02 
.02 

.0524 
.053/4 

.07^ 


.06 

.06 

.04^4 
.05/2 
.05/2 


.10 

.10 

.25 

.10 


Co. 

.08 
.08 
.15 
.09 
.10 


KENTUCKY. 


.02 


Ashland,  4,200— Boyd  Co. 

News    Rep — Morn  ex  Mo — D        1,150 

Bowling  Green,  c.h.,  8,500 — Warren  Co. 
Times  Dem — Eve — Dl      2,100     .03 

Times-Gazette        Dem-We-Wj      3,500    .05 

Covington,  c.h.,  37.371 — Kenton  Co. 
Commonwealth      Dem-Eve-D")      5,ioo 
Commonwealth      Dem-We-WJ      5,000 
Post  Ind— Eve— D       13,600 

FRANKFORT,  c.h.,  8,500— Franklin  Co. 
Call  Ind— Eve— D        1,100    .01  ft 

Henderson,  c.h.,  12,000 — Henderson  Co. 
Gleaner  Dem-Morn-Dl       1,280     .O7T4 

Gleaner  Dem-Tu-Fr-SW  J      2,300    .07^ 

Journal  Dem-Morn-Dl      1,200     .07^ 

Journal  Dem — Fr — WJ      2,700     .07*4 


•05 
•05 
.07 


Memorandum. 


162     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Ave  MARIA 


m  PRICE  I  NOTRE DAME.INDIANA 

»**|j:      $2-0U  I    UNITED  STATES  OF  AMERICA 


The  Gem  of 
Religious  Mediums 

100,000      1 

WEEKLY  READERS 
NATIONAL    CIRCULATION,  j 

Universally  conceded  to    be  j 

the  most  influential  and  digni-  1 

fied   Catholic   Publication   in  * 
America. 

For  rates  and  sample  copy  address 

JOHN  A.MURRAY 

Advertising  Manager 
150  NASSAU  STREET,  NEW  YORK  CITY 


Good 


7 
5 
0 
0 

Homes  0 

Reached  Every  Month 


A  MONTHLY 
MAGAZINE  FOR 
THE  PEOPLE 


For  Rates  and 
Information  regarding 
Advertising,  address 

THE  ALVORD-PETERS  CO. 

SANDUSKY,  O. 


Is  your  basket  full  ? 

The  WAYSIDE 
GLEANINGS 

A  WIDE  AWAKE  LITTLE   GLEANER,  WILL 
HELP    YOU   GATHER    IN  THE    DOLLARS. 

rpn||  POPULAR  little  monthly  at  25  cents  per 
lEaul  year.  Made  up  of  good  stories,  the  best 
farm  news,  up  to  date  in  poultry  matters,  etc. 
Circulates  among  the  young  farmers  of  this  country  5 
is  patronized  by  the  advertisers  who  wish  to  reach 
this  class.  The  advertising  columns  are  full  and 
the  advertisers  seem  to  stay.  We  don't  claim  over 

Rate,  28  cents  per  agate  line. 
Reading  Notices,  jj  cents  per  brevier  line. 
No  discounts.     If  it  don't  pay,  don' 't  stay. 

WAYSIDE  PUB.  CO.,  Clin  tonville,  Conn. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     163 


Leading  Dailies  and  Weeklies — Continued. 


Esti-      Pubs. 

SOUTHERN  STATES-Kentucky.          "tre?     rate!' 
Hopkinsville,  c.h.,  S,ooo — Christian  Co. 

Kentuckian  Dem— Eve— D]  800  .04 

Kentuckian  Dem-Tu-Fr-SW  j  1,920  .10 

New  Era  Dem— Eve— D^  800  .04 

New  Era  Dem— Fr— WJ  2,300 


I/exington,  c.h.,  25,000  —  Fayette  Co. 

Leader                  Rep—  Eve—  D  1      3,000 

.03^ 

Leader                    Rep  —  Su  —  W 

3,ooo 

.03/2 

Leader                  Rep—  We—  W, 

2,200 

.03^ 

Herald              Dem  —  Morn  —  D 

3,300 

.03^ 

Press  Transcript      Dem-Fr-W 

3,000 

•03^ 

I/ouisville,  c.h.,  220,000  —  Jefferson  Co. 

Anzeiger               Dem-Morn-D")      8,100 

.11 

Anzeiger                    Dem-Su-W 

10,300 

.11 

Anzeiger         Dem-We-Sa-SW 

5,400 

.11 

Anzeiger                  Dem-We-Wj    10,000 

.11 

Commercial      Rep  —  Morn  —  D"|     17,500 

.12^2 

Commercial           Rep  —  Su  —  W 

20,000 

.I2*/2 

Commercial           Rep  —  Th  —  W  , 

25,000 

.20 

Courier-Journal   DemMorn-D 

22,000 

.18 

Courier-Journal       Dem-Su-W 

32,000 

.20 

Courier-Journal 

Dem—  We  and  Sa—  SW. 

90,000 

•75 

Dispatch           Dem  —  Morn  —  D 

l8,OOO 

.04 

Dispatch               Dem—  Su—  W 

20,OOO 

•05 

Dispatch               Dem—  Th—  W\ 

25,000 

•05 

Post                     Dem—  Eve—  D 

22,OOO 

.09 

Times                   Dem  —  Eve  —  D 

35,500 

.I2*/2 

Maysville,  c.h.,  5,358—  Mason 

Co. 

Bulletin               Dem—  Eve—  Dl 

1,050 

.02 

Bulletin                 Dem—  Th—  WJ 

I,IOO 

.02 

Public  Ledger      Rep-Morn-D 

1,250 

.03 

Owensboro,  c.h.,  12,000  —  Daviess  Co. 

Inquirer                   Dem-Eve-D"] 

1,200 

.02 

Inquirer                Dem  —  Su  —  W 

1,100 

.02 

Inquirer            Dem-Tu-Sa-SW  J 

1,500 

.02 

Messenger            Dem-Morn-D] 

1,150 

.05^ 

Messenger      Dem-We-Sa-SW  J 

2,500 

.05^ 

Paducah,  c.h.,  12,797  —  McCracken  Co. 

News                   Dem  —  Eve  —  D^l 

2,800 

.10 

News                   Dem—  We—  W  J 

5,800 

.10 

Register                Dem-Morn-D] 

2,000 

.10 

Register                Dem  —  Fr  —  W  J 

3,200 

.10 

Sun                        Rep—  Eve—  D  \ 

1,  600 

.02 

Sun                         Rep—  Th-Wj 

550 

.02 

Memorandum. 


164     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Methodist  Book  Concern 
Periodicals 


EATON  &  MAINS,  Publishing  Agents 

Fifth  A<venue  and  Twentieth  St. 

NEW  YORK 


The  Christian  Advocate.  - 
Northern  Christian  Advocate, 

The  ClaSSmate*  —  Illustrated  Literary  Weekly  for  Young  People* 

Sunday    School  JoumaL  -  -  Teachers'  Monthly  Magazine. 
^ontrkt*  1   occnn    Oitart^Uz      "  For   A<*ult    Students    in    our 

oenior  wesson  v^uaireny*  Sunday  Bible  Schools> 

MethodiSt    Review*  —  Magazine  for  Ministers, 

Gospel  in  All  Lands,iS±Iy  Mission*T  Marine  for 


Wfd^> 
W  Itie 


—  Popular  Monthly  Paper  sent  to  all 
*     Subscribers  to  our  Missionary  Fund. 


AGGREGATE   CIRCULATION   OF   THE    EIGHT    PERIODICALS   EXCEEDS 

COPIES   PER   ANNUM. 


The  fullest  information  given  to  contemplating  advertisers  in  relation  to  circulation, 
advertising  rates,  etc.  Address  WILLIAM  BALDWIN,  Advertising  Department,  Metho- 
dist Book  Concern,  J50  Fifth  Avenue,  New  York  Cily. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     165 


Leading  Dailies  and  Weeklies — Continued. 


SOUTHWESTERN   STATES. 


Esti-      Pubs. 


LOUISIANA. 

BATON  ROUGE,  c.h.,  10,478—  East  Baton 

Rouge  Parish. 

Advocate  Dem-Morn-D^         700    .05^ 

Advocate  Dem—  Su—  WJ      2,000    .05^ 

New  Orleans,  c.h.,  270,000—  Orleans  Parish. 


Memorandum. 


Abeille 

Dem  —  Morn  —  D  * 

12,500 

.15 

Abeille 

Dem—  Su—  W 

13,000 

.15 

Abeille 

Dem—  Sa—  W, 

13,500 

.15 

Deutsche 

Zeitung  (German) 

Ind  —  Morn  ex  Mo  —  D 

3,600 

•05 

Deutsche 

Zeitung     Ind-Su-W 

7,600 

Deutsche 

Zeitung     Ind-Th-W, 

5,300 

.I2l/2 

Item 

Rep—  Eve—  D  ] 

18,000 

.10 

Item 

Rep—  Su—  W 

21,000 

.10 

Item     Rep—  We  and  Sa—  SWJ 

1,000 

.05 

Picayune 

Dem  —  Morn  —  D  "] 

19,800 

.15 

Picayune 

Dem—  Su—  W 

30,000 

.15 

Picayune 

Dem—  Th—  WJ 

18,500 

.15 

States 

Dem—  Eve—  Dl 

14,000 

,l2l/2 

States 

Dem—  Su—  W 

7,000 

.12^2 

States  Dem—  Tu  an     Fr—  SWJ 

6,000 

.12^/2 

Times-Democrat        Morn  —  D] 

22,000 

•IS 

Times-Democrat     Dem-Su-W 

36,500 

•15 

Times-Democrat      Tu-Fr-SWj 

12,000 

•15 

Shreveport,  c.h.,  18,000  —  Caddo  Parish. 

Caucasian 

Dem—  Eve—  D  1 

850 

•05 

Caucasian 

Dem—  Su—  W 

1,300 

•05 

Caucasian 

Dem—  Th—  WJ 

2,400 

•05 

Times 

Dem—  Morn—  Dl 

1,950 

•05 

Times 

Dem—  Su—  W 

3,000 

•03 

Times 

Dem—  Th—  WJ 

2,400 

•03 

ARKANSAS. 

Port  Smith,  c.h.,  17,500 — Sebastian  Co. 

News-Record  Eve  ex  Sa — D")  1,150  .01 

News-Record  Su — WJ  1,350  .01 

Times-Sun  Dem — Morn  ex  Mo— D     1,500  .07^ 

Elevator  Dem — Fr — W    6,600  .05 

Hot  Springs,  c.h.,  8, 100— Garland  Co. 

News  Dem — Eve — D  1      i.ooo  .02 

News  Dem — Th — WJ      1,250  .02 

Sentinel  Ind— Morn — D]      1,150  .02 

Sentinel  Su  |      1,200  .02 

Sentinel  Ind— Th— W  J         900  .01 


166    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  Union  Signal 

CHICAGO 

ORGAN    OF    THE    NATIONAL 
WOMEN'S     CHRISTIAN     TEM- 


PERANCE    UNION 


The    Union   Signal  has  the  regular  patronage  of 
the  following   national  advertisers: 


Royal  Baking  Powder  Company. 

Procter  &  Gamble  Co. 

James  Pyle  &  Son. 

Michigan  Stove  Company. 

Cornish  &  Co. 

Franklin  Mills. 

Borden's  Condensed  Milk  Co. 

Larkin's  Soap  Mfg.  Co. 

J.  L.  Prescott  &  Co. 

Morse  Bros. 

Postum  Cereal  Company. 


Mason  &  Hamlin  Company. 
J.  L.  Mott  Iron  Works. 
Sterling  Remedy  Company. 
Century  Magazine. 
Houghton,  Miiflin  &  Co. 
The  American  Builder. 
Piso  Cure  Company. 
F.  A.  Stuart  Co. 
Beecham's  Pills. 
Walter  Baker  &  Co. 
John  Lewis  Childs. 


New  England  Conservatory  of  Music. 
For  advertising  rates  address 

THE   UNION  SIGNAL,  WOMAN'S  TEMPLE,  CHICAGO, 

or  any  responsible  advertising  agency. 
R.  S.  TRAIN,  ADVERTISING  MANAGER. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     167 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

SO.  WESTERN  STATES.-Arkansas.    "to?    °Ste!'                          Memorandum. 

I/ITTI/E  ROCK,  c.h.,  25,900—  Pulaski  Co. 

Democrat              Dem  —  Eve  —  D]      2,600  .02 

Democrat              Mo&Fr—  SWJ      5,100  .05 

Gazette                 Dem  Morn  —  D]      5,200  .103^ 

Gazette                                      Su  |      7,100  .io^J 

Gazette                  Dem  —  Th  —  WJ      6,900  .14^ 

OKLAHOMA. 

GUTHRIE,  12,000—  Logan  Co. 

Leader  Dem  —  Eve  ex  Mo  —  D]      3,000     .05 

Leader                  Dem—  Th—  WJ      2,500    .07 

Capital                  Rep—  Eve—  D]      5,800    .07 

Capital                   Rep  —  Th  —  WJ    10,000    .10 

Oklahoma,  c.h.,  9,500  —  Oklahoma  Co. 

Oklahoman          Dem-Morn-DI       1,000     .02 

Oklahoman          Dem  —  Th  —  WJ       1,700     .02 

Times-Journal     Rep  —  Eve  —  D"|         900    .01 

Times-Journal       Rep  —  Fr  —  WJ      2,800    .03 

TEXAS. 

AUSTIN,  c.h.,  21,000—  Travis  Co. 

News                    Dem—  Eve—  D         2,860     .03^ 

Statesman        Dem  —  Morn  —  D^|      4,400     .io/4 

Statesman             Dem  —  Su  —  W         5,600     .io^4 

Statesman       Dem-We-Sa-SW  J      4,500    .io>4 

Dallas,  c.h.,  44,000  —  Dallas  Co. 

News                   Ind  —  Morn  —  D^|    28,000     .15 

News                       Ind  —  Su  —  W      27,000     .15 

News      Ind  —  Tu  and  Fr  —  SWj    30,000    .20 

Times-Herald          Ind-Eve-Dl      4,400    .07^ 

Times-Herald        Ind—  Su—  WJ      3,100    .07^ 

Denison,  13,800  —  Grayson  Co. 

Herald                 Dem  —  Eve  —  D]      1,200     .01^ 

Herald                              Fr—  WJ      2,800    .01  ft 

El  Paso,  c.h  ,  15,000  —  El  Paso  Co. 

Herald                   Rep—  Eve—  D]      1,800     .02 

Herald                    Rep  —  Sa  —  Wj      1,100     .02 

Times        Ind-Morn  ex  Mo-D         3,000     .n$4 

Fort  Worth,  c.h.,  32,000  —  Tarrant  Co. 

Mail-Telegram       Dem-Eve-D        4,500    .10^4 

Register                Dem-Morn-D        6,200     .10 

Gainesville,  c.h  ,  6,594  —  Cooke  Co. 

Hesperian            Dem-Morn-D^j      1,000     .02 

Hesperian            Dem  —  Fr  —  Wj      2,100    .03 

Register              Dem  —  Eve  —  D]      1,200    .02 

Register               Dem—  Tn—  WJ      3,750    .03 

168     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Each  Edition 


of  FARM  AND  HOME 
is  guaranteed  to  av- 
erage not  less  than 


300,000  Copies 


FARM  AND  HOME  easily  takes  rank  today  as  the  best  paying  agricultural  paper  in  the  country, 
and  without  a  doubt  has  the  largest  guaranteed  paid  circulation  of  any  agricultural  paper  published. 

It  is  divided  into  an  Eastern  and  Western  Edition,  with  the  dividing  line  at  the  Alleghany  Moun- 
tains, and  the  circulation  in  each  edition  is  about  equal.  It  carried  more  paid  advertising  during  1898 
than  any  of  its  competitors,  and  the  sworn  circulation  for  that  year  averaged  per  issue  309,429  copies. 

THE  PHELPS  PUBLISHING  COMPANY,  Publishers, 


27  Worthington  Street,  SPRINGFIELD,  MASS. 


204  Dearborn  Street,  CHICAGO.  ILL. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     169 


Leading  Dailies  and  Weeklies — Continued. 


SO.  WESTERN  STATES—  Texas. 

Esti-      Pubs, 
mated    one  t. 
Circ.       rate. 

Galveston,  c.h.,  42,000  —  Galveston  Co. 

Tribune               Dem—  Eve—  D 

4,100      .11 

News                Dem  —  Morn  —  D' 

17,000      .15 

News                     Dem—  Su—  W 

18,000    .15 

News  Dem  —  Mo  and  Th  —  SWJ    23,200    .20 

Houston,  c.h.,  35,000  —  Harris 

Co. 

Herald                 Dem—  Eve—  D 

5,900      .07^4 

Post                  Dem  —  Morn  —  D" 

|    16,240    .1034. 

Post                      Dem—  Su—  W 

1   20,460    .1234 

Post  Dem—  Mo  and  Th—  SW. 

1   23,750    .1234 

Press                      Ind  —  Eve  —  D 

|     6,300    .1034 

Press                       Ind—  Sa—  W 

J    12,500    .15 

Paris,  c.h.,  8,600  —  Lamar  Co. 

News  Dem  —  Morn  ex  Mo  —  D"|      1,000    .02 

News                     Dem  —  Fr  —  WJ      1,700     .02 

San  Antonio,  c.h.,  51,000  —  Bexar  Co. 

Express            Dem  —  Morn  —  D"|      5,400    .io^4 

Express                 Dem  —  Su  —  W 

6,500 

Express            Dem-Tu-Fr-SW 

7,500      .102/4 

Light                    Rep  —  Eve  —  D 

3,900      .10^4 

Light                      Rep—  Su—  W 

3,800      .05 

Light                      Rep—  Sa—  W 

1,050      .03 

Waco,  c.h.,  18,900  —  McLennan  Co. 

Telephone               Dem-Eve-D^ 

i        2,150      .07^4 

Telephone             Dem—  Su—  W 

1,900      .07^4 

Times-Herald        Ind-Morn-D" 

2,800      .07^4 

Times-Demo.    Ind-Tu-Fr-SW 

2,400    .oyX 

NEW  MEXICO. 

Albuquerque,  c.h.,  5,000— Bernalillo  Co. 
Citizen  Rep — Eve — D}      2,000    .02 

Citizen  Rep — Sa — WJ         950     .01 

Democrat  Dem-Morn-D        1,800    .02 

I/as  Vegas,  c.h.,  7,000 — San  Miguel  Co. 
Optic  Ind — Eve — Dl      2,300     .03 

Optic  Ind— Th— WJ      1,500     .04 

SANTA  FE,  c.h.,  8,000— Santa  Fe  Co. 
New  Mexican    Dem — Eve — D        1,000    .02 

ARIZONA. 
PHCENIX,  c.h.,  n,ooo — Maricopa  Co. 


Gazette 

Dem-Morn-D        2,300 

.0354 

Gazette 

Dem—  Fr—  W         1,850 

.03^ 

Republican 

Rep-Morn-Dl      2,900 

Republican 

Rep—  Th—  W  J      2,000 

'03^ 

Herald 

Rep  —  Eve  —  D  1      3,000 

•03 

Herald 

Rep—  Th—  W  J      2,400 

•03 

Tucson,  c.h., 

5,150  —  Pima  Co. 

Citizen 

Rep—  Eve—  D 

1,400 

.013/4 

Citizen 

Rep—  Fr—  W 

1,500 

.013/4 

Star   Dem  —  Morn   ex   Mo  —  D 

1,200 

.02 

Star 

Dem—  Th—  W 

i,  800 

.02 

Memorandum. 


170    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Sworn 
Circulation 


165,000 


Each 


Week 


We  send  out  once  a  month  sworn  statements  on  circulation  of  American  Agriculturist 
Weekly,  believing  that  an  advertiser  should  know  what  he  is  getting  for  his  money.  Others 
•would  like  to,  hut  they  haven't  the  circulation  claimed. 

Here  are  the  papers  iu  which  you  get  a  sworn  statement  of  circulation : 


AGRICULTURIST 


NEW  YORK. 


Circulation    72,000 

Covering  the  Hiddle 
and  Southern  States. 


Circulation   57,000 

Covering  the  Centra! 
and  Western  States. 


Eastern  Edition, 
SPRINGFIELD,  MASS. 


Circulation   36,000 


Covering  the 

New  England  States, 


Remember,  each  edition  covers  thoroughly  the  section  in  which  it  circulates,  and  has  a 
circulation  in  that  field  50%  larger  than  any  other  agricultural  weekly.  It  is  subscribed  for  and 
read  by  the  intelligent  aud  well-to-do  farmers  of  the  country.  Advertising  in  it  pays. 


ORANGE    JUDD    COMPANY 


NEW  YORK. 

62  Lafayette  Place. 


CHICAGO, 

Mar  queUe  Building. 


SPRIXGFIKI,^,  Mt«S., 
27   Worthinglon   Street. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     171 


Leading  Dailies  and  Weeklies — Continued. 


ROCKY  MOUNTAIN  STATES. 


Esti- 


MONTANA. 

Anaconda,  c.h.,  12,000—  Deerlodge  Co. 
Standard          Dem  —  Morn  —  D]     11,000 
Standard  Dem  —  Su  —  WJ     12,000 

Butte,  c.h.,  45,000  —  Silverbow  Co. 

Inter  Mountain  Rep  —  Eve  —  D1  8,500 
Inter  Mountain 

Rep—  We  and  Sa—  SWJ  3,600 

Miner  Dem  —  Morn  —  D  ^  7,000 

Miner  Dem  —  Su  —  W  7,300 

Miner  Dem—  Th—  WJ  1,800 


Pubs, 
one  t. 

rate. 


.074 

.074 


.02^ 
.1034 
.103/4 
.02 


Great  Palls,  c.h.,  12,000-  —  Cascade  Co. 

Leader  Rep  —  Eve  —  D]      1,200  .074 

Leader  Rep—  Th—  WJ      1,400  .0714 

Tribune  Ind-Morn-D^      i,7co  .03^2 

Tribune  Ind—  Th—  WJ       1,200  .03^ 


,  c.h.,  15,000—  Lewis  &  Clarke  Co. 

Herald                  Rep  —  Eve  —  D1  4,400  .05  5^ 

Herald                   Rep—  Th—  WJ  4,000  .05^ 

Independent    Dem  —  Morn  —  D1  6,200  .074 

Independent         Dem  —  Su  —  W  6,600  .074 

Independent        Dem—  Th—  WJ  3,600  .05^ 

WYOMING. 


,  c-h"  12,000—  Laramie  Co. 
Rep-Morn-D^      1,500     .05 
Rep—  Th—  WJ      1,000 

6,  400  -Albany  Co. 
Dem  —  Eve  —  D"       1,000 


Tribune 
Tribune 

I/aramie,  c.h. 
Boomerang 


.02 


Bcomerang    Dem-Mo-Th-SW 


Republican 
Republican 


Rep  —  Eve  —  D  ] 
Rep—  Th—  WJ 

COLORADO. 


i,4OO 

900 

1,300 


•04^4 

.06 

.0134 
.0134 


Aspen,  c.h.,  7.500— Pitkin  Co. 

Times  Pop — Morn  ex  Mo — D  "]  2,000  .02 

Times                      Pop— Sa— W  J  700  .01 

Colorado  Springs,  c.h.,  11,000 — El  Paso  Co. 

Telegraph               Ind — Eve — D1  2,600  .02 

Telegraph                 Ind— Fr— W  J  1,000  .02 

Gazette               Rep — Morn — D]  3,500  .02 

Gazette                   Rep— Th— WJ  7™  .01 


Memorandum. 


172    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE__LEADyiLLE     MINER. 


RAWLINGS 


IE  Mil  10  il 


^POPULAR  PAPEK 

JL1SI 

THIS  (JUSTLING,  CROWING  OTY°F 

ORADO 


npHE  MINER  has  3,600 
-*•  Daily  Subscribers  — 
More  than  any  other  paper 
in  Leadville;  and  gives  ad- 
vertisers more  for  their 
money. 


JH^^^  Each  paper  in  this 

city    CLAIMS   a 

Larger  Circulation  than  any 

other,  but  WE  HAVE  IT 

and  can  prove  it. 


•"•hRSS^TZa  •  V  '•  •'•'  "\"-~'"-.'-'.^.  .:  ft-  in  '   •^"Vi'*,'.Ia«™ 

|A....«.«...  '  '    !«..<> ;,...,„•        i  . .:,;•.,.  .;,;..,..„       |ci,,ite.i»...«,fc.uir,,,,:,.d:j ......... .),„„,,,„„.«. 


Send  for  rates  and  particulars  to 

STEVE  W.  FLOYD,  Manager  Foreign  Advertising, 
150  Nassau  Street,  New  York. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     173 


Leading  Dailies  and 

Weeklies  —  Continued. 

Esti- 

Pubs. 

ROCKY  MT.  STATES-CoIorado.          ^ted 

one  l>                         Memorandum. 

DENVER,  c.h.,  106,713—  Arapahoe  Co. 

Evening  Post       Ind—  Eve—  D  ]    26,000 

.07 

Evening  Post                           Su  J    32,000 

.07/0 

Republican         Rep  —  Morn  —  D       25,000 

Republican                                Su      29,000 

.  12% 

Republican             Rep  —  Th  —  W  J      6,000 

.  10 

News                    Ind  —  Morn  —  D  1    25,600 

.09 

News                                          Su  I    34,000 

.  10 

News                        Ind—  Th—  Wj      6,500 

.05 

Times                      Ind  —  Eve  —  D  ]    23,000 

.10 

Times-Sun             Ind—  We—  W  J    24,000 

.15 

I/eadville,  c.h.,  10,400  —  Lake  Co. 

Chronicle               Rep  —  Eve  —  D  ^      3,000 

.  IO^ 

Herald-Democrat 

Rep  —  Morn  —  D         3,400 
Chronicle              Rep  —  Mo  —  W  J      3.000 

;£$ 

Miner                     Dem  —  Eve  —  D        3,ioo 

.12^ 

News-Reporter  Eve  ex  Sa  —  D^)      1,500 

.03^ 

News-Reporter                 Su  —  WJ      1,400 

•03^ 

Pueblo,  c.h.,  30,000—  Pueblo  Co. 

Chieftain            Rep  —  Morn  —  D  1      6,200 

.08 

Chieftain                                    Su  |      7,500 

.09 

Chieftain                  Rep—  Th—  WJ      4,000 

•05 

Trinidad,  c.h.,  6,800  —  Las  Animas  Co. 

Advertiser-Sentinel                       ] 

Dem  —  Morn  ex  Mo  —  D         1,500 

.02 

Advertiser                         Th—  W  J      1,300 

.02 

IDAHO. 

BOISE,  c.h.,  5,000—  Ada  Co. 

Statesman              Rep-Morn-DI      1,700 

.02 

Statesman             Rep—  Th—  WJ      1,200 

.02 

Sentinel                  Pop—  Fr—  W        1,800 

.02 

UTAH. 

Ogden,  c.h.,  18,000  —  Weber  Co. 

Press                     Rep  —  Eve  —  D        2,250 

•03 

Standard               Ind—  Eve—  D]      3,800 

•03^ 

Standard        Ind-Tu  &  Fr-SW  J      6,400 

.05 

Provo  City,  c.h.,  6,100  —  Utah  Co. 

Enquirer               Rep  —  Eve  —  D"!      1,150 

•03 

Enquirer      Rep-Tu  &  Fr-SW  J      2,900 

.04 

SAI/T    I/AKE     CITY,    c.h.,    48,500—  Salt 

Lake  Co. 

News            Mormon  —  Eve  —  Dl      4,500 

•05^ 

News         Mormon-Tu-Fr-SW       15,800 

•05^ 

Deseret  Weekly 

Mormon  —  Sa  —  W        2,000 

•05^ 

Herald             Dem  —  Morn  —  D        4,900 

•07^ 

Herald                  Dem—  Su—  W        6,850 

.07^4 

Herald     Dem-Tu  and  Fr-SW        7,800 

Tribune             Rep  —  Morn  —  D        9,200 

.10 

Tribune                  Rep  —  Su  —  W      12,500 

Tribune     Rep-Tu  and  Fr-SW        5,  500 

.10 

174     ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


A  ^ce«..HATTIE  STARR    MUSIC-MAX  S.  WITT.   A  xvonu. 

I  ^^  Photographs  and  their  Hakers.        Water  Palac.es   of   Kings.       Art   Studies.      1  ^J 


AMERICAN 
MAGAZINE 


CIRCULATION  75,000 


The  American  Magazine  offers  to  advertisers  an  entree  for  their  goods  into  the  homes  of  75,000  intelligent, 

well-to-do  people  of  the  United  States.     Experience  has  demonstrated  to  successful  advertisers  that 

it  pays  to  put  their  announcements  where  they  will  be  read  by  this  class.    The  reason  is 

plain — they  have  homes  to  furnish,  have  families  to  clothe  and   maintain,  and  have 

money  to  spend  for  luxuries.    The  American  Magazine  reaches  this  class. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     175 


Leading  Dailies  and  Weeklies — Continued. 


PACIFIC  COAST  STATES. 


CALIFORNIA. 

Alameda,  14,900— Alameda  Co. 
Argus  Rep — Eve — D 

Encinal  Ind — Eve — D 

Berkeley,  9,100 — Alameda  Co. 
World-Gazette       Rep— Eve— D 


Esti- 
mated 
Circ. 


1,375 
1,IOO 


Pubs. 
one  t. 
rate. 


.02 

.02 


Memorandum. 


1,500   .02 


Eureka,  c.h.,  8,500  —  Humboldt  Co. 
Standard  Rep—  Eve—  D  ]      1,250 

Standard  Rep—  Th—  W  J      1,000 

Times       Rep  —  Morn  ex  Mo  —  D]      1,600 
Times  Rep—  Th—  W  J      1,100 

Fresno,  c.h.,  10,818  —  Fresno  Co. 
Republican  Rep—  Morn—  D  1      4,850 

Republican  Rep—  Fr—  W  J      3,5oo 

I/os  Angeles,  c.h.,  50,395—1.05  Angeles 


.02 
.02 
.02 
.02 

.03^2 
.07^ 

Co. 
.05 
.05 
.10^ 


.05 


.09 


Express                  Rep—  Eve—  D  ]  10,900 

Express                   Rep—  Th—  W  J  1,700 

Herald               Dem—  Morn—  D  ]  9,500 

Herald                                         Su  I  1.050 

Herald                    Dem—  Sa—  WJ  2,600 

Record                    Ind—  Eve—  D  11,500 

Times                  Rep—  Morn—  D  ]  20,000 

Times                                         Su  |  30,000 

Times  and  Mirror  Rep—  Sa—  W  J  2,500 
Marysville,  c.h.,  5,000—  Yuba  Co. 

Appeal                 Rep—  Morn—  D]  800 

Appeal                   Rep—  Th—  SW  I  1,150 

Democrat               Ind—  Eve—  D]  825 

Democrat     Ind—  Tu  &  Fr—  SW  J  1,200 
Oakland,  c.h.,  55,000—  Alameda  Co. 

Enquirer                Rep—  Eve—  D  ]  5,5oo 

Enquirer                  Rep—  Fr—  W  J  1,500 

Times     Ind—  Morn  ex   Su—  D]  5,ooo 

Times                      Ind—  We—  WJ  2,500 

Tribune                  Rep—  Eve—  D]  9,ooo 

Tribune                    Rep—  Sa—  WJ  5,75o 
Pasadena,  12,000—  Los  Angeles  Co. 

News                       Rep—  Eve—  D]  900 

News                       Rep—  Th—  WJ  600 

Star                         Rep—  Eve—  D  1  1.100 

Star                         Rep—  We—  WJ  600 

Riverside,  c.h.,  5,000—  Riverside  Co. 

Enterprise          Dem—  Morn—  D  1  1,250 

Enterprise            Dem—  We—  W  J  1,300 

Press                      Rep—  Eve—  D  )  1,400  .02 

Press                        Rep—  Sa—  WJ  1.600  .02 


.02 

.03^ 

.03^ 

.07^ 

.03  ^ 

.08 

.05 

.08 

.05 

.01 
.01 
.02 
.01 


176    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


San  Francisco 
News  Letter 

The  high  class  weekly  of  the  | 
Pacific  Coast. 

Reaches  every  city  on  the  f 
entire  Coast.  | 

Leading  advertisers  find  it  to  | 
their  advantage  to  use  its  J 
columns. 

For  rates,  etc.,  address  the  Publisher,  or    « 
any  first-class  Agency,  or 

GEO.  A.  KELLOGG, 

Eastern  Representative, 

Temple  Court,  New  York.     § 
I 


Reasons  for  Advertising  in 

"The  Germantown  Telegraph" 

PHILADELPHIA. 

Because  it  is  one  of  the  oldest  papers  in  the  State  of  Pennsylvania,  or  for 

that  matter  in  the  United  States,    and  has  always    been   influential. 

Founded  1830. 
Because  it  reaches  a  class  of  people  who  are  all  PURCHASERS,  and  just  the 

persons  every  advertiser  most  desires  to  reach.     Every  copy  is  subscribed 

for  and  sent  by  mail. 
Because  it  is  not  a  cheap  paper,   to  be  glanced  at  and  thrown  away,  but 

goes  into  the  family  and  the  home,  and  is  thoroughly  read,  not  only  by 

one,  but  by  every  member  of  the  family. 
Because,  considering  the  character  of  its  circulation,  and  the  field  it  covers, 

its  rates  are  low.      It  draws  the   very   best   class   of  advertisers,    and 

holds  them  for  years,  proving  that  it  is  considered  a  first-class  medium. 

No  other  single  paper  covers  the  same  field  or  reaches  the  same  class 

of  readers.     The  TELEGRAPH  is  read  every  week  by  over  I  2,000  people. 

Give  it  a  fair  trial  and  see  if  it  is  not  among  the 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     177 


Leading  Dailies  and  Weeklies — Continued. 


Esti-      Pubs. 

PACIFIC  COAST—  California.  "trc?     rate!' 

SACRAMENTO,  c.h.,30,ooo-Sacramento  Co. 
Bee  Ind  —  Eve  —  D]      7,300  .15 

Bee  Ind—  We—  WJ      4,100  .06 

Record-Union      Rep  —  Morn  —  D]      7,200  .1034; 
Union  Rep—  Fr—  WJ      8,500  .12% 

San  Bernardino,  c.h.,  7,500  —  San  Bernardino 
Co. 

Rep  —  Eve  —  D  1      1,250 
Rep  —  Fr  —  WJ      1,200 

,  21,000  —  San  Diego  Co. 


Times-Index 
Times-Index 


.0134 


San  Diego,  c.h 

Tribune 
Tribune  and 

Mercury 
Sun 
Sun 


Rep  —  Eve  —  D 
Coronado 

Rep  —  Sa  —  WJ 
Dem  —  Eve  —  D 
Dem—  Th—  W 


4,000  .05^ 


Union 
Union 


Rep  —  Morn  —  D] 
Rep—  Th—  WJ 


1,400 
2,500 
800 
5,100 
3,000 


.02 

.02^ 

.03^ 

.09 

.0934 


San  Francisco,  c.h.  306,  ooo-San  Francisco  Co. 


Abend  Post 

Rep—  Eve—  D  ) 

6,500 

.05 

Sonntags  Post 

Rep—  Su—  W  | 

6,700 

.06 

Abend  Post 

Rep—  Th—  W  J 

9,300 

.07 

Bulletin 

Rep—  Eve—  D  ] 

27,000 

•  15 

Bulletin 

Rep—  Su—  W  | 

35,ooo 

•  15 

Bulletin 

Rep—  Tu—  W  1 

21,000 

.15 

Call 

Rep—  Morn—  D  ] 

52,000 

.20 

Call 

Su 

56,000 

•25 

Call 

Rep—  We—  W  1 

7,500 

•15 

Chronicle 

Ind—  Morn—  D  ] 

75,000 

.20 

Chronicle 

Su 

85,000 

.20 

Chronicle 

Ind—  Th—  W  J 

30,000 

•  37/2 

Demokrat 

Dem  —  Morn  —  D  ] 

5,5oo 

.05 

Sonntagsblatt 

Dem—  Su—  W  | 

7,500 

.06 

Staats  Zeitung 

Dem—  Th—  WJ 

6,  TOO 

.06 

Evening    Post 

Rep—  Eve—  D  ] 

17,500 

.15 

Post 

Rep—We—  W  J 

9,000 

.05 

Examiner 

Dem—  Morn—  D  ] 

86,000 

•  25 

Examiner 

Su  I 

100,000 

•  30 

Examiner 

Dem—  Th—  WJ 

84,000 

•35 

Report 

Ind—  Eve—  D  ] 

24,000 

.20 

Report 

Ind—  Sa—  W  J 

6,000 

.I4X 

News  Letter 

Soc—  W 

15,000 

•15 

San  Jose,  c.h.,  18,060—  Santa  Clara  Co. 
Herald  Dem  —  Eve  —  D  "1      9,300  .05 

Herald  Dem  —  Fr  —  WJ      5,000  .04 

Mercury     Rep  —  Morn  &  Su  —  D]    10,300  .10 
Mercury  Rep—  Sa—  WJ      7,ioo  .10 

Santa  Barbara,  c.h.,  5,864  —  Santa  BarbaraCo. 
Independent        Dem  —  Eve  —  D]      1,100  .02 
Independent          Dem—  Sa—  WJ      1,000  .02 
Press     Rep—  Morn  ex  Mo—  D  ]      i,375  .02 
Press  Rep—  Th—  W  J      1,210  .02 


Memorandum. 


178     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


MAGAZINE 


CIRCULATION  IS  GUARANTEED. 

Orders  for  Advertising  Accepted  Conditional  upon  the  Average 
Circulation  Exceeding  320,000  Copies  a  Month. 


Circulation  of 


frorn  the  First  Issue. 

The  following  shows  the  growth  in  cir- 
culation of  MCCLURE'S  MAGAZINE  from 
the  first  issue  in  June,  1893: 


TOTAL     AVERAGE 


June,  1893,  to  May,  1894, 
June,  1894,  to  May,  1895, 
June,  1895,  to  May,  1896, 
June,  1896,  to  May,  1897, 
June,  1897,  to  May,  1898, 
June,  1898,  to  May,  1899, 


326,154 
721,667 
2,319,671 
3,110,163 
3,545.903 
4,399-389 


27,179 
60,138 
193,305 
259,180 
295,491 
366.615 


[SEAL] 


CITY,  COUNTY       "I 

AND         .         >  ss. 
STATE  OF  NEW  YORK  ) 

NEW  YORK  CITY,  December  14,  1898. 
I,  Albert  B.  Brady,  Secretary  of  the  S.S.  MC.CLURE 
COMPANY,  being  duly  sworn,  do  depose  and  say 
that  the  actual  paid  circulation  of  McCLURE's 
MAGAZINE  for  the  year  ending  November,  1898, 
exceeded  an  average  of  320,000  copies  per  month. 

This  excludes  all  copies  sent  to  exchanges,  all 
copies  sent  complimentary,  all  copies  sent  to  ad- 
vertisers, all  copies  returned  by  any  and  all  news 
companies  or  news  dealers,  and,  in  fact,  includes 
only  copies  for  which  cash  was  actually  received 
by  the  S.  S.  Mc''u  KH  COMPANY. 

ALP.ERT  B.  BRADY. 
Sworn  to  and  subscribed  before  me ) 
this  i4th  day  of  December,  1898.     / 

M.  \V    FLYNN, 
Notary  Public,  109,  N.  Y.  Co. 

The  present  guarantee  ( an  average  of 
320,000  per  month)  is  therefore  less  than 
the  actual  paid  circulation  for  1898.  This 
is  in  line  with  MCCLURE'S  plan  of  making 
a  low  advertising  rate  on  the  basis  of  the 
circulation  that  has  already  been  secured, 
so  that  advertisers  receive  the  benefit  of 
the  growth  in  circulation.  Thus  advertis- 
ers in  the  MAGAZINE  know  to  a  certainty 
the  minimum  circulation,  and  as  the  rates 
are  low  upon  the  minimum  basis,  the 
large  surplus  circulation  makes  advertis- 
ing in  MCCLURE'S  exceptionally  low  and 
profitable. 

Advertising  Rates  in  McCLURE' S  MAGAZINE. 

i  Month. 

Y2  inch,  7  lines  .         .         .       $14.00 
i    inch,  14  lines  .         .         .    28.00 

Y%  page,  28  lines  .         .        .        50.00 
%  page,  4  inches         .         .         .96.00 

l/2  page,  8  inches  .         .         .       192.00 
i   page,  16  inches        .         .         .  384.00 

By  contracting  to  use  a  minimum  of  672  lines,  or  three  pages,  within  one  year,  advertisers  may  secure 
the  yearly  page  rate  of  $320.00  a  page.  This  space  must  be  used  within  the  year,  but  may  all  be  used  in 
one  month,  or  may  be  divided  and  used  in  such  issues,  and  for  such  space  in  each  issue,  as  may  best  suit 
the  advertiser.  Five  per  cent,  may  be  deducted  from  above  rates  for  cash  with  order. 

For  further  information  address  the  publishers. 

S.  S.  McCLURE  CO.,  141-155  East  25th  St.,  New  York  City, 


Five  thousand  different  advertisements 
were  inserted  in  MCCLURE'S  MAGAZINE 
in  1898,  an  increase  of  1,005  over  l897- 

During  the  past  four  years  4,776^  pages 
of  paid  advertising  were  printed  in 
MCCLURE'S  MAGAZINE,  an  average  of 
99 /^  pages  a  month  for  the  entire  period. 

The  following  affidavit  shows  that  the 
average  circulation  of  MCCLURE'S  MAGA- 
ZINE for  1898  exceeded  the  guarantee  by 
more  than  70,000  copies  per  month. 


3  Months. 

6  Months. 

i  Year. 

$39-9° 

$75.60 

$140.00 

79.80 

151.20 

280.00 

142.50 

270.00 

500.00 

273.60 

518.40 

960.00 

547-20 

960.  oo 

I,92O.OO 

960.00 

1,920.00 

3,840.00 

J.  WALTER  THOMPSON  CO. 


ADVERTISING.     179 


Leading  Dailies  and  Weeklies  —  Continued. 

Esti-      Pubs. 

PACIFIC  COAST—  California.                  "ire?    Tate.'                          Memorandum. 

Santa  Crus,  c.h.,  5,596  —  Santa  Cruz  Co. 

Sentinel                Rep  —  Morn  —  D]      1,200  .02 

Sentinel                    Rep  —  Sa  —  WJ         650  .01 

Surf                       JJem  —  Eve  —  D  ]       1,500   .02 

Surf                         Dem  —  Sa  —  WJ       1,000  .02 

Santa  Rosa,  c.h.,  5,220  —  Sonoma  Co. 

Press  Democrat      Dem-Morn-D  "|       1,100  .03^ 

Press   Democrat 

Dem—  We  and  Sa—  SWJ      3,000  .03^ 

Republican            Rep  —  Eve  —  D  1      1,100   .02 

Republican        Mo  and  Th  —  SWJ      2,400  .02' 

Stockton,  c.h.,  15,000  —  San  Joaquin  Co. 

Independent        Rep  —  Morn  —  D        3,300  .10 

Independent                                Su         3,350   .10 

Independent           Rep  —  Sa  —  WJ      2,900  .05 

Mail                       Dem  —  Eve  —  D]      3,725   .09 

Mail                       Dem—  Sat—  WJ      3i6oo  .07^ 

Record                    Ind  —  Eve  —  D]      2,000  .05^ 

Record                      Ind—  Sa—  W  j      1,700  .02 

NEVADA. 

Reno,  c.h.,  4,000  —  Washoe  Co. 

Gazette                 Rep  —  Eve  —  D        1,200    .03  ^ 

Gazette  and  Stockman 

Rep—  Th—  W         1,300     .03^ 

Journal           Morn  ex  Mo  —  D         1,200     .03^ 

Journal                Silver  —  Sa  —  W           700     .03 

OREGON. 

Astoria,  c.h.,  6,550—  Clatsop  Co. 

Astorian                 Rep-Morn-D"|      1,400     .02 

Astorian    Rep—  Tu  &  Fr—  SWJ      1,450     .02 

Budget                 Dem  —  Eve  —  Dl      1,000     .02 

Budget                 Dem  —  We  —  WJ      1,500     .02 

Pendleton,  c.h.,  4,000  —  Umatilla  Co. 

East  Oregonian    Dem-Eve-D           900     .02 

East  Oregonian 

Dem—  Tu  and  Fr—  SW        1,600    .02 

East  Oregonian      Dem-Fr-Wj      2,000     .03 

Portland,  c.h.,  85,000  —  Multnomah  Co. 

Telegram               Ind  —  Eve  —  D       13,900     .09 

Tribune               Ind  —  Morn  —  D^j      1,300     .07 

Tribune                   Ind—  Th—  WJ      1,000     .07 

Oregonian         Rep  —  Morn  —  D")    24,000     .12^ 
Oregonian             Rep  —  Su  —  W  |    29,400     .12^ 

Oregonian             Rep  —  Fr  —  WJ    21,000     .12^ 

SAI/I£M,  c.h.,  10,500  —  Marion  Co. 

Capital    Journal       Rep-Eve-D^      2,800     .02 

Capital  Journal    Rep  —  Th  —  WJ      2,000    .02 

Statesman              Rep-Morn-D]      2,000     .02 

Statesman  and  Farmer 

Rep—  Fr—  W  J      2,800    .03 

180     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


WESTERN  CATHOLIC,  m 


VOL.  XXXI1.-NO 


PRICE  FIVE  CENTS 


(ATHOLIC  DAf 

^-*S 


10.000 


The  men  who  are  endowed  by  nature  with  the  faculty  for  writing  poetry  are  few. 
This  is  equally  true  of  those  able  to  write  clever,  catchy  advertising. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     181 


Leading  Dailies  and  Weeklies — Continued. 


Pacific  Coast  States.                                         Esti-      Pubs. 

WASHINGTON.    ?g?     rate!'                         Memorandum. 

New  Whatcom,  7,  500—  Whatcom  Co. 

Reveille                  Rep-Morn-DI      1,250    .03^ 
Reveille                  Rep—  Fr—  Wj      2,800    .05^ 

OI/YMPIA,  c.h.,  6,000—  Thurston  Co. 

Olympian              Rep-Morn-DI         800    .01 

Olympian              Rep—  Th—  Wj      1,100     .02 

Port  Townsend,  c.h.,  6,000—  Jefferson  Co. 

Leader                   Rep-Morn-D^      1,900     .03^ 

Leader                    Rep—  Th—  WJ      2,100     .03^ 

Seattle,  c.h.,  61,000—  King  Co. 

Post-Intelligencer                        1 

Rep—  Morn—  D  |     17,600     .08 

Post-Intelligencer    Rep-Su-W  1    22,400    .12 
Post-Intelligencer    Rep-Th-Wj     18,000     .12^ 

Times                    Ind—  Eve—  D1    17,200    .07 

Times                      Ind—  Fr—  Wj      3,200    .07 

Spokane,  c.h.,  30,000  —  Spokane  Co. 

Chronicle            Dem—  Eve—  D^l      6,100    .07^ 

Chronicle             Dem—  Th—  Wj      2,900    .05^ 

Spokesman  Review 

Rep—  Morn—  D        8,600    .10 

Spokesman  Review  Rep-Su-W        9,000     .12^ 

Spokesman  Review 

Rep—  Mo  and  Th—  SWJ    14,800    .10 

Tacoma,  c.h.,  36,000—  Pierce  Co. 

Ledger              Rep—  Morn—  D1      6,750     .Q7l/4 

Ledger                   Rep—  Su—  W        6,800    .07^ 

Ledger                       Rep-Th-Wj      3,5oo    .05 

News                   Dem—  Eve—  D]      7,000    .06 

News                     Dem—  Fr—  Wj      3,000    .10 

Walla  Walla,  c.h.,  7,000—  Wallawalla  Co 

Statesman           Dem  —  Eve  —  D^l         950    .01 

Statesman             Dem—  Sa—  Wj      3,800     .03 

Union  Rep—  Morn  ex  Mo—  D]      1,000    .01 

Union-Journal      Rep—  Sa—  WJ      1,400     .02 

Try  an  advertisement  in 


IKE  rate  is  only  25  cents  an  agate  line;  $3.50  for  one  inch  one  time.  It  has  a  monthly 
circulation  always  above  fifty  thousand  copies,  and  is  a  winner  every  time.  There  is  no 
discount  for  time  nor  space.  The  small  advertiser  gets  as  good  a  show  as  the  greatest. 
Send  your  money  with  the  order,  or  send  the  business  through  one  of  the  agencies.  Address 
Nasori  Publishing  Co.,  P.  O.  Box  2033  (63  Rutgers  Slip),  New  York.  Forms  close  on  the  2oth 
of  the  month  preceding  date  of  issue. 

Ask  the  Agent  to  tell  you  about  our  RED  LETTER  OFFER. 


182     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


15,222 


ESTABLISHED  1825 


s 


:;.":;:".: ,-.;; 

£n?H3 


All  the  Great 
Denominational  Writers 
contribute  to  its  columns 

We  pay  more  for  writ- 
ers than  all  the  southern 
Baptist  papers  combined. 
Carry  more  local  advertising 
than  any  Religious  paper 
outside  of  New  York  City. 
All  the  general  advertisers 
in  the  country  use  its 
columns.  Some  of  our  ad- 
vertisers have  been  in  every 
issue  from  25  to  30  years. 
Try  it  and  you  will  like  it. 

BAPTIST   BOOK    CONCERN 

Louisville,  Ky. 


NO  GUESS  WORK  Jf£K£X 


Christian 

Standard 

33.0OO 


Second  largest  strictly 
denominational  religious 
weekly  in  the  world.  Lead- 
ing paper  of  the  Christian 
Church,  or,  as  frequently 
called,  Disciples  of  Christ. 
Nearly  1,500,000  commu- 
nicants or  members. 


The 

Lookout 
22,OOO 

The  recognized  organ  of 
the  Christian  Endeavor 
Society  of  the  Christian 
Church.  It  has  a  field 
which  wise  advertisers 
wTould  do  well  to  cultivate. 


Standard 

Lesson 
Quarterlies 
150,000 

The  general  advertiser 
can  find  no  easier  or  cheaper 
way  of  reaching  a  most  de- 
sirable class  of  people  than 
by  the  use  of  the  Standard 
Quarterlies. 


Increase  in  Circulation  Improvement  in  Papers 

Decrease  in  Rates 

Orders  will  be  accepted  with  condition   that  bills  need  not  be  paid  if  satisfactory 
proof  of  guaranteed  circulation  is  not  furnished  on  demand. 


STANDARD  PUBLISHING  COMPANY 

E.  R.  BLAINE,  Advertising  Manager  21B-22O  E.  Ninth  St.,  Cincinnati,  O. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     183 


Leading  Dailies  and  Weeklies — Continued. 


DOMINION  OF  CANADA. 


Esti-      Pubs. 


NEWFOUNDLAND. 

ST.  JOHN'S,  38,000— St.  John's  District. 
Herald  Ind— Eve— D        4,300     .05 

Telegram  Ind— Eve— D         3,400     .05 

News  Morn  ex  Su — Dl      1,700     .03 


News 


Sa — WJ      1,100    .03 


NEW  BRUNSWICK. 


Moncton,  c.h.,  8,762 — Westmoreland  Co. 


Times 
Times 
Transcript 
Transcript 


Cons-Morn-D 

Cons— We— W 

Lib— Eve— D 

Lib— We— W 


St.  John,  c.h.,  40,000 — St.  John  Co. 

Gazette  Ind — Eve — D 

Globe  Lib— Eve— D} 

Globe  Lib— We  and  Sa— SW 
Sun  Cons — Morn  ex  Su — D 
Sun  Cons— We  and  Sa— SW 
Telegraph  Lib-Morn-D 

Telegraph  Lib— We— WJ 

NOVA  SCOTIA. 

HALIFAX,  c.h.,  38,556— Halifax  Co. 


1,250 

.05 

2,400 

•05 

1,050 

.05 

2,300 

•05 

n  Co. 

3,100 

.08 

]      4,ioo 

.08^ 

i,  600 

•05 

3,8oo 

.08 

8,600 

.10 

2,800 

.07^4 

\        6,200 

.0714 

Recorder  Lib — Eve — D 

Recorder  Mo- We  &  Fr-TW 

Chronicle  Lib-Morn-D 

Echo  Ind — Eve — D 

Chronicle  Tu  Th  and  Sa-TW 

Chronicle  Lib— Sa— W 
Herald  Ind — Morn  ex  Su — D 

Mail  Ind— Eve— D  j 

Herald  Ind— We— WJ 


3,8oo 

900 

3,200 

3,500 

2,400 
1,500 
5-500 
4,200 
2,500 


•07 

•05 
.07 
.07 
•05 
•05 
.08 
.07 
•05 


PRINCE  EDWARD  ISLAND. 

CHARI,OTTETOWN,ch.ii,374QueensCo. 


Examiner 

Cons  —  Eve  —  D 

1,000 

•05 

Examiner 

Cons  —  Fr  —  W 

2,300 

•O5 

Guardian 

Ind-Morn-D 

950 

•03 

Guardian 

Ind—  Th—  W 

2,200 

•O5 

Patriot 

Lib—  Eve—  D  }         goo 

•03 

Patriot 

Lib—  Th—  W  J      3,000 

•05 

QUEBEC. 

Montreal,  c.h.,  300,000 — Hochelaga  Co. 
Gazette  Cons-Morn-D]      8,900 

Gazette  Cons — Th — W  J      5,900 


.10 
.10 


Memorandum. 


184     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


La  filtration  soil  artificielle  on  naturelle  s'impose — Explications 
et  dessins  sur  les  systemes  en  vogue  aux  Etats-Unis 


The  Circulation  of  1:he 
'  Montreal  Daily 


.  :  .-• 
raKtf«Sk?Bi* 


is  larger  than  that  of  any 
daily  published  in  Canada, 
French  or  English,  without 
exception. 

Sworn  circulation  o'ber 
66,000  a  day,  one  edition  only. 

ARTHUR  LAMALICE 

Manager  Advertising  Dep. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     185 


Leading  Dailies  and  Weeklies — Continued. 


DOHINION  OF  CANADA-Quebec. 

MONTREAL.— Contin  tied. 


Lib— Eve— Dl 
Lib— We— WJ 


Herald 
Herald 

Minerve  (French)  Morn-D 
Patrie  (French)  Ref— Eve— Dl 
Patrie  (French)  Ref— Sa— WJ 
Presse  (French)  Ind— Eve— Dl 
Presse  (French)  Ind— Th— WJ 
Star  Ind— Eve— D 

Herald  and  Star      Ind-Tu-W 
Witness  Ind — Eve — D 1 

Witness  Ind— Tu— W  J 


Esti- 
mated 
Circ. 


6,500 
4,500 
7,100 
19,000 
12,000 
66,000 
35,000 
51,000 
107,000 
14,000 


28,000 

c.h.,  63,000—  Quebec  Co. 
Courrier  du  Canada  (French) 

Cons  —  Eve  —  D  3,100 

Evenement  (French)      Eve-D  14,000 
Journal       des       Campagnes 

(French)          Cons—  Th—  WJ  8,000 

Chronicle  Cons-Morn-D  ]  3,800 

Gazette  Cons—  We—  WJ  1,000 

Soleil  (French)    Lib  —  Eve  —  Dl  10,000 

Soleil  (French)     Lib—  Th—  WJ  7,800 

Telegraph  Ind  —  Eve  —  D  1  4,500 

Budget  Ind—  Sa—  WJ  1,800 

ONTARIO. 

Belleville,  c.h.,  9,916—  Hastings  Co. 
Intelligencer      Cons  —  Eve  —  Dl      1,000 
Intelligencer       Cons—  Th—  WJ      2,800 


Ontario 

Chronicle 

Sun 


Ref  —  Eve  —  D 

Fr  —  W 

Ind  —  Eve  —  D 


Sun  and  Miner     Ind  —  Th  —  W 


1,350 
3,150 
1,350 
1,200 


Berlin,  c.h.,  7,425  —  Waterloo  Co. 
News-Record         Cons-Eve-D"|      1,200 
News-Record      Cons—  Th—  WJ      1,500 

Brantford,  c.h.,  16,300  —  Brant  Co. 
Courier  Cons  —  Eve  —  D  1      2,000 

Courier  Cons  —  Fr  —  Wj      1,900 

Expositor  Lib  —  Eve  —  D  ]      2,900 

Expositor  Lib—  Fr—  Wj      2,800 

Brockville,  c.h.,  8,793—  Leeds  Co. 
Recorder  Lib  —  Eve  —  Dl      1,100 

Recorder  Lib—  Fr—  Wj      1,300 

Times  Cons  —  Eve  —  Dl      1,200 

Times  Cons—  Tu  and  Fr—  SWJ      2,250 

Chatham,  c.h.,  9,052  —  Kent  Co. 

Banner                  Lib  —  Eve  —  D  1,700 

Banner   Lib—  Tu  and  Fr—  SW  2,375 

Planet                  Cons  —  Eve  —  D  1,400 

Planet                 Cons—  We—  W  3,900 


Pubs, 
one  t. 
rate. 


.10 
.IO 
•15 

•15 


•25 
.10 
.20 


•05 

.10 
.10 

.05 
.03 

.10 

.10 

.05 

•03 


,10 
,10 
.10 
.10 
.10 
.10 


•05 
•05 


•05 
.05 
.05 
•05 


•05 
•05 
.05 
•05 


•05 
.07 
.05 
.10 


Memorandum. 


186     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


CE    OTTAWA    CITIZEN 

CHANG1'" 


CITIZEN 


IE    EVENING    Cl    IZEN 


RECOGNIZED  LEADERS 


CAPITAL 

THE  Dominion  of  (anada 


Canada's 

Leading 

Newspaper 

Che 
Coronto  Globe 


HENRY  BRIGHT 
United  States  Representative 


Tribune  Building 
New  York 


Boyce  Building 
Chicago 


ZCbe 


DAILY  AND  WEEKLY 

WINNIPEG,  MANITOBA 


Circulates  in  every  section 

of  Manitoba 
and  Canadian  Northwest  Territories 


Advertisers  are  invited  to  inspect  sub- 
scription lists,  route  books  and  agents' 
reports,  to  verify  statement  that  the  cir- 
culation of  THE  TELEGRAM,  either  of 
the  morning  or  weekly  editions,  is  equal 
to  that  of  other  leading  newspapers  pub- 
lished in  Manitoba. 

Correspondence  solicited  as  to  adver- 
tising rates.  

ADDRESS: 

THE  WINNIPEG  NEWS  AND 
PUBLISHING    CO.,    LIMITED 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     187 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


QOO 
3400 

700 
2,600 


I,IOO 

3,300 


•05 
.07 

•05 
•05 


•05 
.10 


DOfllNION  OF  CANADA— Ontario 
Gait,  7,535— Waterloo  Co. 
Reformer  Lib — Eve — D 1 

Reformer  Lib— Th— W  } 

Reporter  Cons — Eve — D  | 

Reporter  Cons— Th— WJ 

Guelph,  c,h.,  10,537 — Wellington  Co. 

Herald  Cons— Eve— D  ] 

Herald  Cons— Th— WJ 

Mercury  and  Advertiser  \ 

Ref — Eve — D         1,500     .05 
Mercury  and  Advertiser 

Ref— Th— WJ      5,200    .10 

Hamilton,  c.h.,  48,890— Wentworth  Co. 
Times  Ref — Eve — D"|      6,500    .10 

Times  Ref— Th— WJ  .  7,200    .10 

Herald  Ind — Eve — D        4,400     .10 

Spectator  Cons — Eve — D1    10,000     .10 

Spectator  Cons — Th — Wj      9,500     .15 

Kingston,  c.h.,  19,264 — Frontenac  Co. 
British  Whig        Lib — Eve — D]      2,500     .10 
British  Whig        Lib— Th— Wj      6,200    .15 
News  Cons — Eve — D1      2,000    .10 

News  Cons — Mo  and  Th — SWj      2,900     .10 
I/ondon,  c.h.,  32,000 — Middlesex  Co. 
Advertiser  Lib — Eve — D^\      8,300     .10 

Advertiser  Lib-Fr-WJ    21,000    .15 

Free  Press  Cons-Mo  &  Ev-D"j  9,400  .10 
Free  Press  Cons— Th— WJ  12,800  .10 
News  Ind— Eve— D  8,400  .08 

OTTAWA,  c.h.,  75,000— Carleton  Co. 
Citizen  Cons-Mo  &  Ev-D"|  5,900 
Citizen  Cons-Mo  &  Th-SWJ  1,200 
Journal  Ind — Eve — D 1  5,800 

Journal  Ind— Tu  and  Fr— SWj  3,400 
Free  Press  Lib — Eve — D1  7,500 

Free  Press      Lib-Mo-Th-SWj      8,500 

Peterboro,  c.h.,  9,717 — Peterboro  Co. 


.10 
.c6 
.10 
•05 

.10 

.10 


Review 
Review 
Examiner 
Examiner 
Times 
Times 

Cons  —  Eve  —  D  1 
Cons—  Fr—  Wj 
Lib—  Eve—  D  } 
Lib—  Th—  WJ 
Ind—  Eve—  D  1 
Ind—  Fr—  WJ 

850    .08 
2,200    .08 
1,500     .08 
2,500    .08 
2,400    .10 

5,300      .10 

St.  Catharine's,  c.h.,  9,170 — Lincoln  Co. 


Journal 
Journal 
Star 
Star 
Standard 
Standard 

Ref—  Eve—  D  1 
Ref—  Th—  W  J 
Cons  —  Eve  —  D  1 
Cons—  Th—  WJ 
Ref—  Morn—  D  ] 
Ref_Th—  Wj 

1,150    .03 
1,900     .03 
1,900    .03 
850    .03 
2,600    .03 
1,400    .03 

Memorandum. 


188     ADVERTISING. 


J.  WALTER.  THOMPSON  CO. 


THE  TORONTO  (CANADA)  NEWS. 

Sworn  Circulation,  42,283. 


United  States  exports  during-  1898  to  Canada, 
South  America,        .... 
Central  America,         .... 
Asia,  


$35,102,408 
5,086,124 
46,950,r20 


$90,454,866 


87,139,252 


WHAT  OUR  ADVERTISERS  SAY : 


M  UN  YON  :  "  Main  factor  in  our  success  in  Canada." 

"News  leads  them  all  in  results." 
RIPANS  CHEMICAL  Co. :  "  Profits  of  three  months' 

sales  paid  for  twelve  months'  advertising." 
DR.  A.  W.  CHASE  MED.  Co.:  ''The  best  evening 

paper    in    Canada."    "  Always    on    top    in 

results." 
DODD'S  MEDICINE  Co. :  "Good  results."    "One  of 

the  best  mediums  in  Canada."    "Almost  a 

necessity." 
SLOCUM  CHEMICAL  Co.:  "Could  not  afford  to  be 

without  a  News  contract." 

DR.  SANDEN  :  "  One  of  the  best  in  Ontario."   "  Re- 
sults as  good,  if  not  better,  than  any  other." 


SALADA  TEA  Co. :  "  We  consider  it  indispens- 
able." 

MONSOON  TEA  Co. :  "  Very  satisfactory  results." 

HYSLOP  BROTHERS,  Bicycles :  "  Results  very  satis- 
factory. One  of  our  most  profitable  invest- 
ments." 

H.  A.  GALLOWAY,  Dentist:  "Gratifying  results." 
"  An  Al  medium." 

R.  S.  WILLIAMS  Co.,  Pianos:  "Have  tried  all  the 
dailies  in  Canada.  The  News  is  the  very  best." 

CLAPP  SHOE  Co  :  "  Results  extremely  satisfactory 
and  constantly  growing  better." 

HALLARN  PLUMBING  Co. :  "  Far  in  advance  of  any 
other  paper  in  bringing  direct  returns." 


GEO.  E.  SCROGGIE,     NEW  YORK  OFFICE,  245  Broadway.        WM.  DOUGLAS, 

Advertising:  Manager.  j.  j.  GIBBONS,  Representative.  Manager  and  Editor. 


®h«  i»J^^ 


HUDSON'S  BAY  ™» 


The  Vancouver    fiS 

UWlrl    is  the  most  exten-    /JSII: 
WOlIU   ^v-iv  circulated     I  r*— ^:i 


sively  circulated 
and  read  newspaper  in  5rfftsft 
Columbia   and   the    Canadian 
Northwest. 

Advertising  rates  furnished  on  application.     E^L 


«(»al  Insurance  Co.  |  northern/ 


si"1,^  "**"""*•*» 

i-sa£jra- 


i  i  lancasWrr  rirc  n.iranrt  Co. 


««,.  w.r*  4  o..,  i,*  Hammocks  for 
""•^         — . —        Grown  UD  Folk< 


ppinhelmtr  Lots  and  Firm  Lindi  lo  b<  t>«4  c 
AAHON.  n.F^RLAHD  *  riAMOV  Ltd.  Lj. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     189 


Leading  Dailies  and  Weeklies — Continued. 


Esti- 


Pubs, 
one  t. 
rate. 


.03 
.03 
.03 
.03 


DOniNION  OF  CANADA-Ontario. 
St.  Thomas,  c.h.  ,  11,300  —  Elgin  Co. 
Journal  Lib—  Eve—  D]      3,000 

Journal  Lib—  Th—  WJ      2,300 

Times  Cons  —  Eve  —  Dl      2,800 

Times  Cons—  Th—  WJ      3,400 

TORONTO,  c.h.,  181,200  —  York  Co. 

News  Ind  —  Eve  —  D  42,000 

Star  Ind—  Eve—  D  13,000 

Telegram  Ind—  Eve—  D  21,000 

Globe  Ref—  Morn  and  Eve—  D  1  31,000 
Globe  and  Canada  Farmer 

Ref—  We—  WJ  25,600    .15 

Mail  and  Empire 

Cons-Morn  and  Eve-D      23,000 
Mail  &  Empire         Cons-Th-W  J    18,000 

World  Ind  —  Morn  —  D1    22,500 

World  Ind—  Su—  WJ      7,200 

Monetary  Times  Com  —  Fr  —  W         5,400 

Windsor,  10,322—  Essex  Co. 

Record  Lib  —  Eve  —  D^l      1,500  .05 

Record  Lib—  Tu  and  Fr—  SWj      3,400  .05 
Woodstock,  c.h.,  8,612  —  Oxford  Co. 

Sentinel-Review       Lib-Eve-D]      2,700  .05 

Sentinel-Review       Lib-We-WJ      4,800  .07 

MANITOBA. 

WINNIPEG,  c.h.,  25,639—  Winnipeg  Co. 
Free  Press 


.10 
.10 

.15 


.15 
.15 

.10 
.10 


Ind-Morn  and  Eve-D 
Free  Press  Ind-Mo  &  Th-SW 
Nor'-Wester  Ind-Mo  &  Ev-Dl 
Ind— Th— WJ 


Nor'-Wester 

Tribune 

Tribune 


Ind— Eve— D  ] 
1— Th— WJ 


Ind- 


10,000 
8,000 
2,700 
7,800 
4,700 
8,800 


•  15 

•  15 
.07 
.10 

.07 

.10 


BRITISH   COLUMBIA. 

Vancouver,  13,685 — Vancouver  Co. 

News- Advertiser  Ind-Morn-DI      1,500  .05 

News-Advertiser      Ind-We-Wj      2,000  .05 

World  Ind-Eve-D]      5,000  .06 

World  Tu-Fr-SWj    10,000  .06 

VICTORIA,  c.h.  23,ooo-VancouverIsld.  Co. 

Colonist  Cons-Morn-Dl      2,500  .10 

Colonist      Cons-Tu  &  Fr-SWj      2,300  .10 

Times  Lib-Eve-DI      2,200  .10 

Times  Lib— Mo  and  Th— SWj      3,000  .10 


Memorandum. 


The  preparation  of  judicious  advertising  is  proof  positive  of  a  great  gift.      Rightly 
used,  it  means  success  to  the  advertiser. 


190     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Estey 
Wire 

Work 
Co. 

67  f  ultoD  St. 
New  York 


THE    "S.  T."   PAPER   FILER    AS    USED    IN    THE    FILING 
ROOMS  OF  THE  J.  WALTER  THOMPSON  CO. 


Manufacturers  of 

BRASS   AND   WIRE 

OFFICE  AND  BANK 

RAILINGS,  PARTITIONS 

AND  ENCLOSURES 

« 

Ornamental    Wire    and    Iron 
Work  of  All  Kinds. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     191 


SCRIBNEKS 
MAGAZINE 


cribner's 


is  the  leading 
High  -  Grade 
Magazine  —  it 
goes  into  near- 
ly 200,000 
homes. 


SCR1BNER5 
MAGAZINE 


PUBLISHED  nONTHL 
W.TH  11.1  U1TRATION 


192     ADVERTISING.  J.  WALTER  THOMPSON  CO. 

Shrewd  advertisers  have  come  to  regard 

COLLIERS  W^EEKLT 

AS 

A    SPECIAL  PROPOSITION 

and  are  including  it  on  lists  where  otherwise  the 
appropriation  is  strictly  confined  to  monthly 
mediums. 

Why  ?  Because  it  has  a  guaranteed  cir- 
culation of  200,000  copies  per  week,  the  largest 
circulation  of  any  magazine  or  periodical  that  sells 
for  $3.00  or  more  per  year.  Because  over  80  per 
cent  of  this  circulation  consists  of  annual  sub- 
scriptions, thereby  enabling  the  advertiser  to  enter 
160,000  homes  each  week.  Because  its  advertis- 
ing rate  of  75  cents  per  line  gross  is  a  remarkably 
low  one. 

ANY  PROOF? 

During  the  first  three  months  of  1899,  214  Columns,  or  i6>£  Columns  per  issue. 
"  second    "          "        "      "      314  24 

This  represents  in  six  months  an  increase  of  50  per  cent 
in  advertising  —  increasing  advertising  proves  result-bringing 
ability. 

WHAT    OF    THE    FUTURE? 

This  increase  has  caused  the  immediate  prep- 
aration for,  a  :  An  enlargement  in  the  size  of  the 
paper,  b :  The  addition  of  a  Department  for 
Women  to  be  designed  upon  entirely  new  and 
original  lines,  c  :  Color  Work  in  the  Art  De- 
partment. 

Conde  Nasty  Manager 
523    West  I$fA  Street,  New   York  ADVERTISING      DEPARTMENT 

AMERICA'S   MOST    PROGRESSIVE   WEEKLY 


LEADING  MAGAZINES 

Reaching*  a  National  -Audience 


Great  storehouses  of  valuable  information  and  literary  merit,  that  rarely  grow 
old.  Their  lasting  qualities  are  too  well  known  to  need  explanation.  Their  aggre- 
gate circulation  stretches  into  the  millions,  and  each  copy  is  read  by  many  people. 

This  list  includes  ONLY  those  which  are  bound  in  the  regulation  magazine 
size  pages,  the  printing,  5%  inches  wide  by  8  inches  deep.  Nothing  of  value  is  omitted. 

See  next  list  for  Monthly  Publications,  many  of  which  are  of  magazine  character. 

Hundreds  of  customers  of  this  agency  are  constant  and  satisfied  patrons  of 
selections  from  these  lists.  Special  estimates  on  application. 


Dates  of  closing  forms  for  advertising  pages  are  given  as  a  convenience.  In  some 
cases  these  are  arbitrary,  as  in  the  case  of  the  larger  magazines  ;  while  in  other  cases  a 
little  leeway  is  obtainable,  especially  if  contracts  are  made  in  advance. 

Circulations  are  estimated  from  the  best  sources  of  conservative  information  obtain- 
able, and  are  believed  to  be  substantially  correct. 


Esti-    Pubs, 
mated  ^  page 
Circ.    price. 

Ainslee's  Magazine,  New  York,  110,000  30.06 

Forms  close  yst  preceding  date  of  issue. 


American      Kitchen      Magazine, 
Boston, 
Forms  close  first  of  each  month. 


10,000  12.50 


American  Magazine,  New  York,     75,ooo  25.00 
Forms  close  ist  of  each  month. 

Appleton's       Popular       Science, 

New  York,  22,000  12.50 

Forms  close   ist  of  previous  month. 

Argosy,  New  York,  MfBM  15-00 

Forms  close  25th  of  preceding  month. 

Atlantic  Monthly,  Boston,  14,000  15.00 

Forms  close  ist  of  preceding  month. 

Canadian  Magazine,  Toronto,  9,5oo    8.00 

Forms  close  loth   of  preceding  month. 

Cassier's   Magazine,   New  York,     17.500  15.00 

Forms  close  three  weeks  in  advance. 


Memorandum. 


Century  Magazine,  New  York,       185,000  62.50 

Forms  close  30  days  previous  to  date  of  issue. 

Chaperone,  St.  Louis,  45,ooo  30.00 

Forms  close  25th  of  second  previous  month. 

Just  tell  the  people  what  you  have  to  sell.     Tell  it  energetically.     That  will  draw 
attention.     The  rest  is  easy,  and  the  grist  will  come  to  your  mill. 


194     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


GILBERT  PARKER'5  NEW, 


1IOCEHT5 


AINSLEE'5 
MAGAZINE 

flHf 


This  magazine  has  struck  the  popular  chord 

and  proves  itself  a  profitable  medium  for  all  mail  order  advertisers. 
CIRCULATION  GUARANTEED  OVER 
110,000  PER  MONTH  &&& 


AINSLEE'S  MAGAZINE  is  first  in  economy  to  the  advertiser; 
first  in  character  and  expensfoeness  of  literary  and  art  features. 

Write  the  publishers  for  rates  and  specimen  copies,  or  full  particulars  can  be  obtained  from  any  reputable 
advertising  agency  in  the  United  States.   Forms  close  first  of  the  month  preceding  date  of  publication. 


CLARENCE  C.  VERNAM 

Advertising  Manager. 


Messrs.  STREET  &  SMITH,  Publishers 
New  York  City. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     195 


Leading   Magazines — Continued. 


Esti-    Pubs. 

mated  tf  page  Memorandum. 

Circ     price. 

Chautauquan,  Meadville,  Pa.,        100,000  25.00 

Forms  close  3d  and  8th  of  preceding  month. 

Cosmopolitan,  Irvington,  N.  Y.,  333,000  112.03 

Forms  close   ist  of  previous  month. 

Donahoe's  Magazine,  Boston,        38,000  25.00 

Forms  close  isth  of  previous  month. 

Forum,  New  York,  40,000  20.00 

Forms  close  sth  of  preceding  month. 

Frank  Leslie's  Popular  Monthly, 
New  York,  200,000  50.00 

Forms  close  25th  second  preceding  month. 

Good     Housekeeping,     Spring- 
field, Mass.,  30,000  15.00 

Forms  close  loth  of  preceding  month. 

Harper's  Magazine,  New  York,    170,000  62.50 
Forms  close  one  month  in  advance. 

Lippincott's  Magazine,  Phila.,        70,000  30.00 

Forms  close  25th  of  second  previous  month. 

McClure's  Magazine,  New  York,  366,000  96.00 

Forms  close  25th  second  preceding  month. 

Metropolitan     Magazine,     New 
York,  150,000  30.00 

Forms  close  6th  of  preceding  month. 

National  Magazine,  Boston,  40,000  18.00 

Forms  close  loth  of  preceding  month. 

New  England  Magazine,  Boston,  20,000  15.00 

Forms  close  loth  of  preceding  month. 

New  Illustrated  Magazine,  New 

York,  65,000  25.00 

Forms  close  25th  second  preceding  month. 

Nickel  Magazine,  Boston,  65,000  20.00 

Forms  close  loth  of  preceding  month. 

North   American    Review,    New 
York,  50,000  25,00 

Forms  close  i2th  of  preceding  month. 

Outing,  New  York,  40,000  35.00 

Forms  close  25th  of  second  previous  month. 

Advertising  is  a  science  nowadays.     It  must  be  studied.     If  you  had  to  undergo 
an  operation,  would  you  prefer  a  quack  or  a  skilled  surgeon  ? 


196    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Because  it  enjoys 
the  confidence  of 
its  readers,  who 
are  thoughtful, 
progressive  house- 
keepers— the  buy- 
ers for  the  home. 


TABLE  TALK  PUBLISHING  Co. 

PHILADELPHIA.  PA. 


The  advertisements  in  TABLE  TALK  are  read  because  its  subscribers  have 
found  they  can  rely  upon  it.     Sample  copy  and  advertising  rates  free. 

TARI  F  TAI  K  is  of  special  value  to  Advertisers  of  Food  Products,  Table  Delicacies, 
I  AAULL  I /-\LI\  Kitchen  Utensils,  Dining  Room  Conveniences,  Table  Ware,  House- 
hold Goods,  and  Wearing  Apparel  for  Women.  For  advertising  mtcx  «n<l  wimple  co{>>/  mW>rs.« 

TABLE  TALK  PUBLISHING  CO.,  Philadelphia 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     197 


Leading   Magazines —  Continued. 


Esti-    Pubs, 
mated  ^  page 
Circ.    price. 


Memorandum. 


Overland,  San  Francisco,  25,000  15.00 

Forms  close  loth  of  previous  month. 

Pall  Mall  Magazine,  New  York,  25,000  12.50 
Forms  close  3d  of  preceding  month. 

Parisian  Magazine,  New  York,      45,000  18.75 
Forms  close  isth  of  preceding  month. 

Pearson's  Magazine,  New  York,  125,000  37.50 
Forms  close  2oth  of  second  preceding  month. 

Puritan,  New  York,  ifiieea  25.00 

Forms  close  25th  of  second  preceding  month. 

Quaker,  New  York,  *f*MO  17.50 

Forms  close  25th  of  second  preceding  month. 

Recreation,  New  York,  80,000  60.00 

Forms  close  ist  of  preceding  month. 

Review  of  Reviews,  New  York,  158,000  50.00 

Forms  close  ist  of  preceding  month. 

St.  Nicholas,  New  York,  75,ooo  40.00 

Forms  close  30  days  orior  to  date  of  issue. 

Scribner's  Magazine,  New  York,  175,000  62.50 
Forms  close  ist  of  previous  rnonth. 

Self  Culture,  Akron,  O.,  80,000  20.00 

Forms  close  sth  of  previous  month. 

Short  Stories,  New  York,  20,000  10.00 

Forms  close  5th  of  preceding   month. 

Strand  Magazine,  New  York,       200,000  62.50 
Forms  close  20th  of  second  preceding  month. 

Table  Talk,  Philadelphia,  26,000  15.00 

Forms  close  isth  of  preceding  month. 
The    Munsey,    New   York,  9pipii&  100.00 

Forms  close  25th  of  second  preceding  month. 

Trained  Motherhood,  New  York,    16,000  15.00 

Forms  close    loth   of  preceding  month. 

Trained  Nurse,  New  York,  10,000  10.00 

Forms  close  2oth   of  preceding   month. 
Wide  World,  New  York,  80,000  31.25 

Forms  close  2sth  of  second  preceding  month. 

Since  this  book  went  to  press  we  have~r°.priate  medillm  is  as  bad  as  a 
received  the  publisher's  statement  as  be-   ;dilim' 
low  of  NET  circulation  : 
Ar-osy,  New  York  77  4I2 

Munsey's  Magazine,  New  York         6o5'S8i 
Puritan,  New  York 


New  York 


43,929 


196    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


.wzs«iA<jvcr 

y  mm  tisers 


Because  it  enjoys 
the  confidence  of 
its  readers,  who 
are  thoughtful, 
progressive  house- 
keepers— the  buy- 
ers for  the  home. 


TABLE  TALK  PUBLISHING  Co 


The  advertisements  in  TABLE  TALK  are  read  because  its  subscribers  have 
found  they  can  rely  upon  it.     Sample  copy  and  advertising  rates  free. 

TARIF  TAIK  isof  special  value  to  Advertisers  of  Food  Products,  Table  Delicacies, 
I  MtJLL  IMLIX  Kitchen  Utensils,  Dining  Room  Conveniences,  Table  Ware,  House- 
hold Goods,  and  Wearing  Apparel  for  Women.  For  adv< •rtix,in<j  rate*  and  wimplr  cnft;/  m 

TABLE  TALK  PUBLISHING  CO.,  Philadelphia 


Since  this  book  went  to  press  we  have 
received  the  publisher's  statement  as  be- 
low of  NET  circulation  : 
Argosy,  New  York  77,4 12 

Munsey's  Magazine,  New  York         605,583 
Puritan,  New  York  147,148 

Ouaki-r,  NJ.-W  York  43,929 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     197 


Leading   Magazines —  Continued. 


Esti-    Pubs, 
mated  %  page 
Circ.    price. 


Memorandum. 


Overland,  San  Francisco,  25,000  15.00 

Forms  close  xoth  of  previous  month. 

Pall  Mall  Magazine,  New  York,  25,000  12.50 

Forms  close  3d  of  preceding  month. 

Parisian  Magazine,  New  York,      45,000  18.75 

Forms  close  isth  of  preceding  month. 

Pearson's  Magazine,  New  York,  125,000  37.50 

Forms  close  2oth  of  second  preceding:  month. 

Puritan,  New  York,  ffipMft  25.00 

Forms  close  25th  of  second  preceding  month. 

Quaker,  New  York,  fcgpMD  I7-5Q 

Forms  close  25th  of  second  preceding  month. 

Recreation,  New  York,  80,000  60.00 

Forms  close  ist  of  preceding  month. 

Review  of  Reviews,  New  York,  158,000  50.00 

Forms  close  ist  of  preceding  month. 

St.  Nicholas,  New  York,  75,ooo  40.00 

Forms  close  30  days  orior  to  date  of  issue. 

Scribner's  Magazine,  New  York,  175,000  62.50 
Forms  close  ist  of  previous  month. 

Self  Culture,  Akron,  O.,  80,000  20.00 

Forms  close  sth  of  previous  month. 

Short  Stories,  New  York,  20,000  10.00 

Forms  close  sth  of  preceding  month. 

Strand  Magazine,  New  York,       200,000  62.50 
Forms  close  2oth  of  second  preceding  month. 

Table  Talk,  Philadelphia,  26,000  15.00 

Forms  close  isth  of  preceding  month. 
The    Munsey,    New   York,  ******  100.00 

Forms  close  25th  of  second  precedfng  month. 

Trained  Motherhood,  New  York,    16,000  15.00 

Forms  close    xoth  of  preceding  month. 

Trained  Nurse,  New  York,  10,000  10.00 

Forms  close  2oth   of  preceding  month. 
Wide  World,  New  York,  80,000  31.25 

Forms  close  2Sth  of  second  preceding  month. 

A  proper  advertisement  placed  in  an  inappropriate  medium  is  as  had  as  a  badly- 
constructed  advertisement  placed  in  a  proper  medium. 


198    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  MAYFLOWER 


FLORAL  PARK 
NEW  YORK 


Circulation  300,000  Monthly 


€l 


The  largest,  handsomest  and  best  Floral  Magazine  published  in  America 

Superb  covers  in  many  colors,  with  different  designs  each  month. 

It  Pays  Advertisers 

BECAUSE  its  circulation  was  obtained  by  advertising;  its 
subscribers  read  and  answer  advertisements. 

BECAUSE  most  of  its  subscribers  preserve  their  copies 
and  have  them  bound,  thus  obtaining  a  regular  ency- 
clopedia on  the  subject  of  Floral  Culture. 

BECAUSE  over  95  per  cent,  of  its  subscribers  are  women, 
and  it  is  a  well  known  fact  that  women  are  the  great 
buyers. 


Ask  The  J.  Walter  Thompson  Company 

about  the  great  paying  qualities  of  this  medium,  or 

Address  H.  M.  CARLETON,  Manager  Advertising  Department 

TEMPLE  COURT,  NEW  YORK,  N  Y. 


MONTnLY   PUBLICATIONS 


Valuable    in   reaching  Homes 


These  publications  are  of  the  same  general  character  as  the  magazines  in  the 
quality  of  their  contents,  but  differ  in  size,  having  larger  pages  and  fewer  of  them. 
The  pages  vary  in  size  from  two  to  four  columns. 

Circulations  have  been  obtained  legitimately,  by  virtue  of  merit,  and  the  read- 
ers are  an  advertisement-answering  constituency  that  all  general  advertisers  should 
reach.  

Dates  of  closing  forms  for  advertising  pages  are  given  as  a  convenience.  In  some 
cases  these  are  arbitrary,  as  in  the  case  of  the  larger  publications  ;  while  in  other  cases, 
a  little  leeway  is  obtainable,  especially  if  contracts  are  made  in  advance. 

Circulations  are  estimated  from  the  best  sources  of  conservative  information  obtain- 
able, and  are  believed  to  be  substantially  correct. 


The  single  time  line  rates  are  given  simply  to  enable  our  customers  to  form  an 
idea  of  the  relative  cost.  In  most  cases,  however,  for  extended  work  these  would  be 
misleading,  as  the  papers  give  discounts  for  time  or  space.  The  safest  way  is  to  send 
to  us  for  a  detailed  estimate. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


Memorandum. 


360,000   1.50 


i6,oco    .40 


30,000 
I60.OOO 


.20 


.65 


30,000     .50 

•25 

•15 
.60 
.20 


American  Queen,  New  York, 

Forms  close  ist  of  preceding  month. 
Art  Amateur,  New  York,  20,000    .40 

Forms  clore   isth  of  preceding  month. 

Art  de  la  Mode,  New  York,  30,000    .50 

Forms    close    isth    of    second    preceding    month. 

Art  Interchange,  New  York,  20,000    .40 

Forms  close  20th  of  previous  month. 
Babyhood,  New  York, 

Forms  close  20th  of  previous  month. 

Birds  and  All  Nature,  Chicago, 

Forms  close  isth  of  previous  month. 

Black  Cat,   Boston, 
Forms  close  ist  of  preceding  month. 

Bon  Ton,  New  York, 

Forms  close   isth  of  second  preceding  month. 
Brush  and  Pencil,  Chicago,  10,000 

Forms  close  isth  preceding  month. 

Child  Study  Monthly,  Chicago,         10,000 
Forms  close  isth  of  previous  month. 

Conkey's  Home  Journal,  Chicago,  115,000 
Forms  close  loth  of  previous  month. 

Current  Literature,  New  York,         50,000 

Forms  c'ose  loth  of  preceding  month. 

Delineator,  New  York,  500,000  2.00 

Forms  close  icth  of  second  preceding  month. 

In  advertising  goods,  mean  what  you  say  and  say  exactly  what  you  mean.     That 
is  the  way  to  win  the  confidence  of  the  public. 


200    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


PILJUUKllAL 

JULY.  1899 


DISTINCTIVE 


JK     o- 


600DJJTER4TIJE 


(354,000^ 


F.  M.  LUPTON,  PUBLISHER, 


HUNDRED 

AND 

Twenty  Nine 

THOUSAND 

GGREGATE 


275000- 


PAID  IN  ADVANCE  SUBSCRIBERS. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     201 


Monthly  Publications —  Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 

I.OO 


Memorandum. 


Designer,  New  York,  250,000 

Forms   close   i2th  of  second  month  previous. 
Elite  Styles,  New  York,  50,000     .50 

Fcrms  c'ose  i2th  of  preceding  month. 

Ev'ry  Month,  New  York,  50,000     .50 

Fcrms  close  loth  of  preced'ng  month. 
Everywhere.  Brooklyn,  40,000  .20 

Forms  close  20th  of  preceding  month. 
Facts  and  Fiction,  Chicago,  10,000  .30 

Forms  close  25th  of  preceding  month. 

Food  and  Drink,  New  York,  150,000    .50 

Forms  close  loth  of  preceding  month. 
Gentlewoman,  New  York,  300,000  1.50 

Forms  close  isth  of  previous  month. 
Glass  of  Fashion,  New  York,  200,000  .75 

Forms  close   loth  of  second  month  preceding. 
Harper's  Round  Table,  New  York,    60,000     .50 

Forms  close  24th  of  second  preceding  month. 
Home  Monthly,  Boston,  200,000  i.oo 

Forms  close   roth   of  previous   month. 

Home  Magazine,  New  York,  35,ooo    .40 

Fcrms   close   isth   of  preceding   month. 
Home  Magazine,  Washington,        181,000     .75 

Forms  close  sth  to  i5th  of  previous  month. 
Home  Queen,  Philadelphia,  125,000     .60 

F^rms  close   loth  of  previous  month. 

Home  Talk,  New  York,  300,000  i.oo 

Fcrms  close  loth  of  previous  month. 
Household,  Boston,  100,000  .60 

Forms  close  isth  of  preceding  month. 
Housekeeper,  Minneapolis,  126,000  .60 

Fcrms  close  fifteen  days  in  advance  of  date. 

Housewife,  New  York,  100,000     .50 

Forms  cl  se  iath  of  previous  month. 
How  to  Grow  Flowers,  Soring- 
field,  O.,  110,000    .50 

Forms  close   ist  of   previous   month. 

Humane  Alliance,   New  York,         75,ooo    .40 

Forms  close  15th  of  previous  month. 

Independent  Forester,  Toronto,      159,000     .85 
Forms  close  loth  of  previous  month. 

Judge's  Library,  New  York,  85,000     .20 

Forms  close  ist  of  previous  month. 

Ladies'  Home  Journal,  Phila.,  820,000  5.00 

Forms    c'ose    isth    of   second    month  previous. 

The  rule  followed  by  judicious  business  men  in  the  advertisements  they  run  from 
day  to  day  is  to  improve  them.     Monotony  means  death. 


202    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


CIRCULATION  over 

5OO,OOO  Each  Month 


THE  DELINEATOR 


ISA  MONTHLY 
MAGAZINE    OF 


FASHION,    CULTURE  AND   FINE  ARTS 


THE  DELINEATOR  has  the  largest  paid  circu- 
lation of  any  Fashion  Magazine  in  the  World. 
This  circulation  is  not  forced  nor  temporary, 
but  constant  and  steadily  increasing.  The 
increase  is  due  to  intrinsic  merit^  being  ac- 
quired without  the  aid  of  Free  Lists,  Club 
Rates  or  Sample  Copies.  :::  :::  :::  :::  :::  ::: 

Subscription  Price,    :    :    $I.OO  per  Tear 

POSTPAID   BY  THE  PUBLISHERS   TO  ANY  ADDRESS 
IN    THE    UNITED     STATES,    CANADA    OR     MEXICO 


To  Advertisers: 


Manufacturers  and  dealers  handling  articles  of  household  use  or  ornament  can  bring  their  goods 
prominently  before  the  buying  public  by  advertising  them  in  THE  DELINEATOR,  which  has  a  guar- 
anteed circulation  of  OVER  HALF  A  MILLION  COPIES  A  MONTH,  and  is  read  by  a  buying 
clientele,  whose  faith  in  the  publication  is  founded  on  the  FACT  that  we  aim  to  furnish  them  with 
advices,  the  good  taste  of  which  cannot  be  questioned. 

The  advertising  rate  is  $2.00  per  agate  line,  which  is  less  than  TWO-FIFTHS  OF  A  CENT  A 
LINE  PER  THOUSAND  COPIES. 

NO  ADVERTISEMENT  FOR  LESS  SPACE 
THAN  FIVE  LINES  WILL  BE  ACCEPTED 


The  Butterick  Publishing  Co. 

7  to  77  West  ijtb  Sf.,  New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     203 


Monthly  Publications —  Continued. 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


Memorandum. 


Ladies'  World,  New  York,  450,000  2.00 

Forms   close    ist   of   preceding   month. 

Ledger  Monthly,  New  York,         150,000    .75 

Forms  close   ist  of  preceding  month. 

Leisure  Hours,  Philadelphia,  25,000     .40 

Forms  close  2oth  of  previous  month. 

Menorah  Monthly,  New  York,  10,000    .20 

Forms  close  2oth  of  preceding  month. 

Metropolitan   and   Rural    Home, 
New  York,  500,000  2  oo 

Forms  close  i4th  of  previous  month. 

McCall's  Magazine,  New  York,     140,000    .40 

Forms  close  loth  2d  month  preceding 

Modes  and  Fabrics,  New  York,      300,000  1.25 
Forms  close  ist  precding  month. 

Modern  Priscilla,  Boston,  60,000     .40 

Forms  close  loth  previous  month. 

New  Ideas,  Philadelphia,  150,000    .50 

Forms  close  isth  of  previous  month. 

Normal  Instructor,  Danville,  N.  Y.,  100,000     .40 
Forms  close  isth  cf  preceding  month. 

Paragon  Monthly,  New  York,        200,000    .80 

Forms  close  5th  preceding  month. 

Popular  Fashions,  New  York,         200,000     .75 
Forms  close  isth  of  previous  month. 

Pocket  Magazine, New  York,  B.  M.  40,000    .40 

Forms  close  five  weeks  in  advance. 

Puck's  Library,  New  York,  85,000     .50 

Fc  rms  close  loth  of  second  preceding  month. 

Toilettes,  New  York,  60,000    .50 

Forms  close  isth   of  second   month  previous. 

Truth,  New  York,  50,000     .75 

Forms  close   ist  of  previous  month. 

Vick's  Magazine,  Rochester,  N.  Y..  30,000     .60 

Forms  close  isth  of  previous  month. 

Werner's  Magazine,  New  York,       15,000     .15 
Forms  close  20th  of  preceding  month. 

What  to  Eat,  Minneapolis,  28,000    .25 

Forms  close  sth  of  preceding  month. 
Woman's      Home     Companion, 
Springfield,  O.,  300,000  1.75 

Forms  close  ist  of  previous  month. 
Woman's  Work,  Athens,  Ga.,  50,000     .25 

Forms  close  25th  of  previous  month. 

Business  is  nourished  by  constant  and  judicious  advertising,  as  the  earth  is  en 
riched  by  fertilizers,  and  both  cause  bountiful  crops. 


204    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


MIDSUMMER  NUMBER 


feineator 


A 
JOURNAL 

OF 

FASHION, 
CULTURE 

AND 

FINE  ARTS 


PUBLISHED   BY 

THE 

BUTTERICK 

PUBLISHING 

COMPANY 

(LLWTTED) 

London  and  New  York. 


SUBSCRIPTION  PRICE.  $1.00 
SINGLE  COPY,  15  Cents. 


the  present  style  of  your  advertisements  does  not  bring  success,  get  better  ones. 


»  LADIES  PUBLICATIONS 


GATEWAYS     TO 
THE    HOME    CIRCLE 


Requests  are  so  often  made  for  lists  of  distinctively  ladies'  papers,  that  the  fol- 
lowing excellent  media  are  suggested.  Advertisers  having  articles  for  ladies' consump- 
tion should  keep  in  mind  that  looper  cent,  of  the  readers  of  ladies'  publications  are  pos- 
sible customers.  They  control  the  family  purchases.  For  closing  dates  see  other  lists. 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 

American  Queen,  New  York,  360,000  1.50 

Art  De  La  Mode,  New  York,  30,000    .50 

Chaperone,  St.  Louis,  45,ooo    .50 

Delineator,  New  York,  500,000  2.00 

Designer,  New  York,  250,000  i.oo 

Gentlewoman,   New  York,  300,000  1.50 

Glass  of  Fashion,  New  York,  200,000     .75 

Harper's  Bazar,  New  York,  90,000  i.oo 

Household,  Boston,  Mass.,  100,000     .60 

Housewife,  New  York,  100,000     .qo 
Home     Magazine,    Washington, 

D.  C,  181,000  .75 
Home  Talk,  New  York,  300,000  i.oo 
Ladies'  Home  Journal,  Phila- 
delphia, 820,000  5.00 
Ladies'  World,  New  York,  450,000  2.co 
Le  Bon  Ton,  New  York,  30,000  .50 
McCall's  Magazine,  New  York,  140,000  .40 
Modes  and  Fabrics,  New  York,  300,000  1.25 
Modern  Priscilla,  Boston,  Mass.,  60,000  .40 
Toilettes,  New  York,  65,000  .50 
Trained  Motherhood,  New  York,  16,000  .30 
Woman's  Farm  Journal,  St.  Louis,  60,000  .40 
Woman's  Work,  Athens,  Ga.,  50,000  .25 
Woman's  Home  Companion, 

Springfield,  Ohio,  300,000  1.75 


Memorandum. 


Housekeeping  Publications. 


Am.   Kitchen   Magazine,   Boston,     10,000  .30 

Food  and  Drink,   New  York,         150,000  .50 

Good     Housekeeping,      Spring- 
field, Mass.,  30,000  .40 

I  lousekeeper,  Minneapolis,  Minn.,    126,000  .63 

Table  Talk,  Philadelnhia,  26,000  .40 

What  to  Eat,  Minneapolis,  Minn.,  28,000  .25 

The  better  and  brighter  the  advertisement,  the  better  and  surer  are  the  results. 


206    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


COLLIERS  WEEKLY 


AN  ILLVSTRATED  JOVRNAL  OF  ART 


L1TERATVRE  AND  CVRRENT  EVENTS 


VOL  TWENTY-THREE    NO  » 


NEW  YORK  AUGUST   19   if 


PRICE   TEN   CEIS 


GOING  ASHORE  AT  NAPLES 


:IRAL  DEWEY  LEAVING  THE  "OLYMPIA,"  ON 


OF  CEREMONIAL  ' 


THE   Quantity  and   Quality  of  the  advertising 
that  is  being  published  from  week  to  week 
in  COLLIER'S  will  give  you  better  than  anything 
else  an  idea  of  its  value  as  an  advertising  medium. 
Send  for  a  copy  and  see  for  yourself. 


SIM-   page  192. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    207 


ILLUSTRATED 

WEEKLIES 


©  ©    Favorites  at   Home  and  Abroad.  ©  © 

The  great  business,  professional  and  traveling  classes  can  be  reached  through 
these  publications  at  a  time  when  the  mind  has  leisure  and  an  inclination  to  be  inter- 
ested. These  popular  weeklies,  great  mirrors  of  our  present  civilization,  touch  these 
people  at  such  a  time,  and  carry  your  claims  for  patronage  to  them,  as  through  the 
medium  of  a  mutual  friend.  These  people  are  of  the  sort  that  do  not  hesitate  at  price 
when  convinced  of  merit  or  novelty.  They  are  heavy  purchasers,  and  a  favorable  in- 
troduction to  them  means  large  consumption,  with  consequent  profit. 

Circulations  are  estimated  from  best  conservative  sources,  and  are  believed  to 
be  correct.  Discounts  for  time  or  space  are  made  from  publishers'  regular  line  rates 
as  quoted.  Estimates  cheerfully  furnished. 


Brooklyn  Life,  New  York, 
Collier's  Weekly,  New  York, 
Criterion,  New  York, 
Harlem  Life,  New  York, 
Harper's  Bazar,  New  York, 
Harper's  Weekly,  New  York, 
Illustrated  London  News,   New 

York  (Am.  Ed.), 
Judge,  New  York, 
Leslie's  Weekly,  New  York, 
Life,  New  York, 
Puck,  New  York, 
Scientific  American,  New  York, 
Saturday    Evening    Post,    Phila- 
delphia, 

Vogue,  New  York, 
Youth's  Companion,  Boston, 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 

25,OOO  .20 

200,000  .75 

25,000  -3D 

I2,OOO 

90,000  i. oo 
100,000  i.oo 


Memorandum. 


•15 


28,OOO  .60 

70,000  i.oo 

76,000  .75 

50,000  .75 

80,000  i.oo 

50,000  .75 

165,000  I.OD 

IO,OOO  .40 

526,OOO  4.OO 


Successful  advertising  is  characterized  by  strong  phrasing  and  economy  of  words. 

You  may  know  all  about  your  own  business,  and  yet  be  ignorant  as  to  the  best 
means  of  advertising  it.     Leave  the  advertising  to  us.     That  is  our  business. 


208    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


.BROOKLYN 
U  fE 


A  Popular 
Illustrated 


Lccal  only  in  name 

Widespread  in 

circulation. 


It  will  be  found  at  the 
fashionable  winter  and 
summer  resorts, aswell 
as  at  all  the  hotels  and 
clubs  of  any  impor- 
tance in  this'  country 
and  Europe. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     209 


Popular  Weeklies. 

Each  a  representative  organ  of  its  class.     Illustrated  with  specialties. 


Army  &  Navy  Journal,  N.  Y., 
Clipper,  New  York, 
Dramatic  Mirror,   New  York, 
Dramatic  News  and  Times,  N.  Y. 
Forest  and  Stream,  New  York, 
News  Letter,  San  Francisco, 
Rider  and  Driver,  New  York, 
Standard,  New  York, 


Esti- 
mated 
Circ. 

7,OOO 
20,000 
IO,OOO 
25,000 
IO,000 
15,000 
25,000 
IOO,OOO 


Pubs, 
one  t. 
rate. 

•25 

.20 
•25 
•25 
•30 
•15 
40 
I.OO 


Memorandum. 


Literary  and  Society  Weeklies. 

These  are  well    known  and    recognized  as  leaders   in  their  peculiar  sphere. 
Partially  illustrated  in  special  articles. 


Beacon.  Boston,  10,000  .15 

Elite,  Chicago,  10,000  .15 

Home  Journal,  Boston,  10,000  .15 

Home  Journal,  New  York,  12,000  .25 

Independent,  New  York,  25,000  .40 

Literary  Digest,  New  York,  43,ooo  .40 

Littell's  Living  Age,  Boston,  10,000  .25 

Outlook,  New  York,  100,000  .50 

Public  Opinion,  New  York,  13,000  .12 

Saturday  Evening  Post,  Phila.  165,000  I.OD 

Sunny  South,  Atlanta,  Ga.,  50,000  .15 

Town  Topics,  New  York,  45,ooo  .60 

Vogue,  New  York,  10,000  .40 

Youth's  Companion,  Boston  526,000  4.00 


Weekly  Story  Papers. 

Popular  with  people  who  enjoy  light  reading.      Illustrated  in  fiction  columns. 

Family  Story  Paper,  New  York,  100,000     .75 

Fireside  Companion,  New  York,  150,000  1.25 

Golden  Hours,  New  York,  100,000     .50 

Happy  Days,  New  York,  50,000    .40 

New  York  Weekly,  New  York,  200,000  i.oo 

True  Flag,  Boston,  23,000     .20 

Waverley  Magazine,  Boston,  30,000    .12 

There  is  one  motto  for  advertisers' :  Let  the  world  know  what  you  have  to  sell. 


210     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


ELLIS'  QUINTETTE 

vm 


The  Best  Mail  Order 
Mediums  in  the  Country. 


OR  PRIVATE  SGHOOU-WHIGH?  B]fJhomas_HuntiBr. ^ 


(The  Gentlewoman, 
Metropolitan  and  Rural  Home, 
The  Home  Monthly,       - 
/"»  ,  ~,4.~~J     ,   Park's  Floral  Magazine, 

Guaranteed     The  Paragon  Monthly) 


$1.50  per  agate  line,  300,000 

2.00  "  "  500,000 

1.  00  "  "  200,000 

1.25  "  '*  350,000 

.80  "  "  2OO,OOO 

Grand  Total,  1,550,000 

The  readers  or"  these  publications  are  of  the  purchasing  class,  and  they  show  their  appreciation  of  the 
advertisers  by  liberally  patronizing  them.      They  pay  others  and  will  pay  you. 


THE  ELLIS  Co.,  713-718  Temple  Court,  N.  Y. 


MAIL  ORDER   PAPERS 


POPULAR   AND  OF  LARGE    CIRCULATION 


This  is  an  exceedingly  popular  list  among  those  whose  trade  is  with  the  great 
masses  living  in  every  city,  town  and  village  in  the  country.  It  reaches  those 
whose  location  is  unfavorable  for  buying  at  stores,  but  who  are  buyers  of  things  that 
please  their  fancy. 

So  great  is  the  facility  with  which  goods  can  be  carried  in  the  mails  and  by 
express  that  many  hundreds  of  firms  are  doing  a  very  large  business  in  selling  notions 
and  dry  goods,  and  even  cigars,  shoes,  hardware,  etc.  Express  rates  are  very  low, 
and  in  strong  competition  with  the  United  States  mails,  thus  giving  dealers  and  manu- 
facturers unusual  opportunities  for  distribution  of  goods. 

Several  of  our  customers  in  this  line  of  business  have  expressed  a  decided 
preference  for  the  lists  given  on  the  following  pages.  The  papers  are  those  whose 
subscribers  are  obtained  by  means  of  extensive  and  judicious  advertising,  and  they 
thus  go  to  people  who  answer  advertisements  and  send  money  by  mail.  There  are 
grades  of  papers  in  this  list  as  to  character  of  circulation,  and  judgment  must  of  course 
be  used  in  their  selection. 

The  circulations  quoted  are  estimated  from  the  most  conservative  sources  (not 
always  up  to  the  publishers'  claims),  but  are  believed  to  be  substantially  correct. 

The  one-time  line  rates  are  given  only  for  convenience  and  to  show  the  relative 
cost.  In  most  cases  there  are  discounts  for  time  and  space,  and  therefore  a  detailed 
estimate  should  be  asked  for,  which  we  will  furnish  promply.  Substitutes  of  equal 
value  or  due  credit  will  be  given  if,  for  any  reason,  a  paper  does  not  insert. 


MONTHI/IES. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 

rate. 


[emorandum. 


Agricultural    Epitomist,    Indian- 
apolis, Ind.,  182,000  i.oo 

Forms  close  loth  of  preceding  month. 
American      Woman,      Augusta, 

Me.,  500,000  2.00 

Forms  close  20th   of  previous  month. 

Boyce's   Monthly,    Chicago,  600,000  2.00 

Forms  close  isth  to  25th  of  previous  month. 
Cheerful  Moments,  New  York,          100,000     .40 

Forms  close  zoth  of  previous  month. 

Columbian,  Boston,  300,000  1.25 

Fcrms  close  one  month  to  twenty  days 
in  advance  of  date. 

Conkey's    Home    Journal,    Chi- 
cago, 115,000     .60 
Forms  close  isth  of  previous  month. 

Comfort,  Augusta,  Me.,  1,250,000  5.00 

First  form  closes  sth,  2d  form  isth  of 
previous   month. 

Delineator,  New  York,  550,000  2.00 

Forms  close  i2th  of  second  month  previous. 
Ev'ry  Month,  New  York,  50,000     .50 

Forms  close   isth  of  previous  month. 

Farm  Journal,  Philadelphia,  380,000  1.25 

to  2.50,  according  to  the  months. 
Forms  close  isth  of  previous  month. 

A  striking  advertisement  will  focus  attention  and  make  a  lasting  impression. 


212     ADVERTISING.  J.  WALTER  THOMPSON  CO. 

The  Glass  of  Fashion 

Up-to-Date 


[HIS  PUBLICATION  was  first  issued  October,  1896,  to 
take  the  place  of  "  The  Ladies'  Monthly  Review,"  which 
was  established  in  1  875.    It  met  with  unprecedented  success, 
increasing  rapidly  in  circulation.      Its  monthly  issue  is  now  over 


2OO,OOO 

I 


COPIES  PER  MONTH. 


4.0  per  cent.  Paid  Yearly  Subscribers. 

THE     DISTRIBUTION 


}  AO  per  cent,  by  Agents  of  th 

OF  THIS  MAGAZINE  IS       T        /•    7  •         r>      1T+J\    '      *l       7 

hshin?  Co.  (Ltd.}  in  the  larger 

MADE    AS    FOLLOWS  :    J 

\  20  per  cent.  Retail  Sales. 

THE  GLASS  OF  FASHION  is  sold  in  every  part  of  the  United  States,  being  handled  by  over 
5,000  of  the  leading  merchants  of  the  country. 

It  is  issued  also  in  a  Spanish  edition  (at  present  20,000  copies),  for  circulation  in  all  Spanish- 
speaking  countries. 

Notwithstanding  the  marked  improvement  made  in  the  appearance  of  the  Magazine,  the  generous 
display  of  illustrations,  the  wealth  of  reading  matter,  and  the  edition  of  colored  plates  each  month,  it 
remains  without  question  the  lowest-priced  first-class  fashion  and  household  Magazine  in  the  world. 

Subscription  Price ,  -     60  cents  a  year 

Single  Copies ',      -      -      -       7  cents  each. 


ADVERTISING  RATES 
75  cents  per  Agate  line  per  insertion. 

No  advertisements  for  less  space  than  five  lines  will  be  accepted. 

THE  BUTTERICK  PUBLISHING  CO.  (LTD.), 

7  TO  17  WEST  13™  STREET,  NEW  YORK. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    213 


Mail  Order  Papers — Continued, 


MONTHLIES. 


Esti- 
mated 
Circ. 


Farm  News,  Springfield,  Ohio,  100,000 
Forms  close  soth  of  previous  month. 

Gentlewoman,  New  York,  300,000 

Forms  close  i8th  of  previous  month. 

Good  Literature,  New  York,  255,000 

Forms  close  loth  of  previous  month. 

Good  Reading,   Sandusky,  Ohio,     30,000 

Forms  close  2oth  of  month  preceding. 

Glass  of  Fashion,  New  York,          200,000 

Forms  close  i2th  of  second  month  previous. 
Hearthstone,   New  York,  600,000 

First  form  closes  sth,  ad  form  i$th  of 
preceding  month. 

Housekeeper,  Minneapolis,  126,000 

Forms  close  isth  of  preceding  month. 

Housewife,  New  York,  100,000 

Forms  close   loth  of  previous  month. 
Home  Monthly,  Boston,  200,000 

Forms  close  isth  of  preceding  month. 


25,000 


Home  Life,  Caro,  Mich., 

Forms  close  i5th  of  previous  month. 

Home  Queen,  Philadelphia,  125,000 

Forms  close  isth  of  previous  month. 

Home     Magazine,  Washington, 
D.  C., 

Forms  close  isth  of  previous  month. 

Home  Talk,  New  York, 

Forms  close  loth  of  previous  month. 
Home  Visitor,  Philadelphia, 
Forms   close  2oth  of  previous  month. 

Hours  at  Home,  New  York, 
First  form  closes  sth,  ad  form  i4th 
of  previous  month. 

Household,  Boston, 

Forms  close  isth  of  previous  month. 
Household  Companion,  Boston, 

Forms  close  aoth  of  previous  month. 

Household  Journal,  Philadelphia,  150,000 

Forms  close  aoth  of  previous  month. 

How  to  Grow  Flowers,  Spring- 
field, Ohio,  110,000 

Forms  close  ist  of  previous  month. 

Humane  Alliance,  New  York,  75,ooo 

Forms  close  isth  of  preceding  month. 
Illustrated  Companion,  New  York,  105,000 

Forms  close  isth  of  previous  month. 
Inland,  St.  Louis,  120,000 

Forms  close  2oth  of  preceding  month. 

Ladies'    Home  Journal,    Phila.,     750,000 

Forms  close  isth  of  second  month  preceding. 
Ladies'  World,  New  York,  450,000 

Forms  close  ist  of  preceding  month. 

Ledger  Monthly,  New  York,          200,000 
Forms  close   ist  of  previous   month. 


Pubs, 
one  t. 

rate. 

•50 
1.50 

I.OO 

.30 

•75 
2.50 

.60 

•SO 

I.OO 

.25 
.60 


181,000 

•75 

300,000 

I.OO 

145,000 

.50 

200,000 

.85 

100,000 

.60 

26,000 

.17 

150,000 

.80 

.50 
.40 
.60 
.50 

S.oo 

2.00 

•75 


Memorandum. 


214     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  Glass  of  Fashion 
Up  to  Date. 


THE  BUTTERICK 
PUBLISHING 

CO.,  [LIMITED], 

LONDON 


AUGUST,  1899. 

Single  Copies,  7  Cents, 


Little,  wide-awake  advertisements  often  prove  to  be  giants  in  disguise. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     215 


Mail  Order  Papers — Continued. 


MONTHLIES. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


Memorandum. 


Lane's  List,  Augusta,  Me.,  Sun- 
shine, Family  Herald,  Golden 
Moments,        Literary       Com- 
panion, National  Farmer,  704,000 
Forms  close  on  sth  of  month  published  i5th. 

Mayflower,  Floral  Park,  N.  Y.,     300,000 
Forms  close  ist  of  previous  month. 

Metropolitan  and  Rural   Home, 

New  York,  500,000 

Forms   close   i4th  of  previous  month. 

Modern  Priscilla,  Boston,  60,000 

Fcrms  close  ist  of  previous  month. 
Modern  Stpries,  New  York,  300,000 

Forms  close  aoth  of  previous  month. 

New   Ideas,   Philadelphia,  150,000 

Forms  close  15th  of  previous  mouth. 

Normal     Instructor,     Dansville, 

N.  Y.,  100,000 

Forms   close    isth   of   previous   month. 

Paragon  Monthly,  New  York,        200,000 

Forms  close  5th  of  previous  month. 
Park's    Floral    Magazine,     Lib- 
onia,   Pa., 
Forms  close  5th  of  previous  month. 

People's  Home  Journal,  New 
York, 

Forms  close  loth  of  previous  month. 
Popular  Fashions,  New  York,  250,000 

Forms  close  loth  of  previous  month. 
Sawyer  Trio,  Waterville,  Me., 

American       Nation,      Fireside 

Gem,   Home  Treasury,  1,000,000 

Forms  close  one  month  in  advance. 

Social  Visitor,  Boston,  25,000 

Forms  close  isth  to  20th  previous  month. 

Sovereign  Visitor,  Omaha,  Neb.,     75,000 

Forms  close  2oth  of  preceding  mouth. 

Star,  Oak  Park,  111., 

Forms  close  isth  of  previous  month 

Success,  Westbrook,  Me., 

Forms  close  25th  of  preceding  month. 

Success  With  Garden  and  Farm, 

Reed  City,  Mich.,  100,000    .50 

Forms  close  isth  of  preceding  month. 

Up  to  Date  Farming  and  Gar- 
dening,  Indianapolis,  Ind.,  75,ooo 
Forms  close  25th  of  previous  month. 

Upton's  Monthly,  Chicago,  70,000 

Forms  close  25th  of  preceding  month. 

Vickery  &  Hill's  List,  Augus- 
ta, Me.,  Fireside  Visitor. 
Good  Stories,  Happy  Hours, 
Hearth  and  Home,  1,500,000  6.00 

Forms  close  ist  of  previous  month. 


3-00 
1.25 

2.OO 

.40 

1.25 
.50 

.40 
.80 

350,000  1.25 
340,000  1.50 

1. 00 

3.00 
-25 

45 

75,000    .40 
100,000    .40 


•30 

•35 


216    ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


FHE  FOX-WOMAN 


BY  JOHN    LUTHER   LONO. 
FHI;  TI:LLER.A,»i»- "DAVID  HARUM 


Full  of  Vitality  and  New  Life 

It  never  gets  old,  as  each  number  contains  a  com- 
plete novel,  giving  a  Continual  Circulation, 
unlike  others  with  continued  stories.  No  illus- 
trations in  the  body  of  the  magazine,  which 
makes  advertisements  stand  out  very  bold. 

Advertisers  appreciate  these  points 

Our  advertising  pages  are  interspersed  with  humorous  illus- 
trations by  the  most  prominent  artists.  Compare  our  rates 
in  proportion  to  circulation,  with  others. 

For  sample  copy,  address     LIPPINCOTT'S  MAGAZINE,  Philadelphia 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    217 


Mail  Order  Papers — Continued. 


MONTHLIES. 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


Wayside   Gleanings,   CHntonville, 
Conn.,  50,000    .25 

Forms  close  2oth  of  previous  month. 

Welcome  Friend,  New  York,  50,000    .25 

Forms  close  isth  of  preceding  month. 
Woman's      Home     Companion, 

Springfield,  Ohio,  300,000  1.75 

Forms  close  first  of  preceding  month. 

Woman's  Farm  Journal,  St.  Louis,  60,000     .40 
Forms  close  first  of  previous  month. 

Woman's    Home  Journal.    Bos- 
ton, 200,000  i.oo 

Forms  close  roth  of  previous  month. 

Woman's  Work,  Athens,  Ga.,          50,000    .25 

Forms  close  25th  of  previous  month. 

Word  and  Works,  St.  Louis,  31,000    .30 

Forms  close  loth  previous  month. 


Farm    and    Fireside,  Springfield, 
O.,  330,000  i.  60 

Two  editions,  eastern  and  western. 
Forms  close  fifteen  days  in  advance. 

Farm    and    Home,    Springfield, 

Mass.,  250,000  1.50 

Two  editions,  eastern  and  western. 
Forms  close  sth  and  2oth  of  each  month. 

Home  and  Farm,  Louisville,  Ky.,  100,000     .60 
Published  on  ist  and  isth. 
Forms  close  five  days  in  advance. 


,,o 

Forms  close  Saturday    ten  days  in  advance. 
Commonwealth,  Covington,  Ky.,     100,000    .30 

Forms  close  one  week  in  advance. 
National  Tribune,    Washington, 

D.  C,  118,000     .70 

Forms  close  one  week  in  advance 

World,    tri-weekly,    Mo.,     We., 

Fr.,  New  York,  165,000    .60 

Forms  close  the  week  previous. 
Globe,  Utica,  N.  Y.,  138,000  i.oo 

Forms  close  one  week  in  advance. 
Telegram,  Elmira,  N.  Y.,  80,000    .50 

Forms  close  one  week  in  advance. 
Grit,  Williamsport,   Pa.,  100,000    .40 

Forms  close  four  days  in  advance. 
New  York  Weekly,  New  York,      200,000  i.oo 

Forms  close  twenty  days  in  advance. 
Fireside  Companion,  New  York,    150,000  1.25 

Forms  close  three  weeks  in  advance. 
Saturday  Evening  Post,  Phila.,        165,000  i.oo 

Forms  close  three  weeks  in  advance. 


Memorandum. 


218    ADVERTISING. 


.  WALTER  THOMPSON  CO. 


MILLION 

R 

HOMES 


V    7 


The    LEADING 

E  LIG I O  US    PU  B  Li  CATIONS' 
Re prese  nt  i  n  g  all    de •  norin  I  nations] 


neuspapers  afford  a  very  desirable  medium  for  spreading  publicitx 
on  account  of  the  dissemination  of  religious  thought  and  denominational  news  in  their 
columns.  1-Vw  intelligent  families  are  without  a  publication  of  this  sort. 

Of  late,  the  societies  of  youni;  people  of  different  beliefs  are  special!)  repre- 
sented by  organs  of  larvie  circulation,  popularity  and  inlluence.  all  of  which  are 
included  in  this  list. 

Wln-ii-  tlu-  denomination   is  not    imluMlol   by  the  naiiu-.  il    is   slu«\\n  by  al>l>i  > 

Km         K  nit  i<t    •       (  "  i  ill         (  "  ltll.il  i.-  •      I  "       K         (  "In  i^t  i  in      Km  I,-  i\  .  u          I  "lir         I  "li  i  i  ct  i  i  n   • 


l?.»|>tist  ;    r.ith..   r.ilholiv-;    C,    E.,    *.'hn>u.ui    BndeaVOT;    Tin.,    CInisu.in; 

-i ;  Con^.t Congregational ;  i>i>.,  i>isi-ipi<.>;  l-'p ..  i:i>i>ci>p.i: 

Calj    !•".  1-  .  l"u-c    Haptist;    1  nth..    I.utlu-i;in;     Men..    Mciinonilo  ; 

Moth.,  Mi-tluuliM  ;  Pr«8M  l'u->l>\  UM  i.in  ;  Ki-t.  l"li.,  KohMinod  I'hurch  ;  Kt-f.  ,K-\v..  Ki-ioi  in 
Jewish;  Kef.  Pu-s..  Ki-u>niu-il  l'u->h\  loii.in  ;  Spir..  Spinm.ilisl  ;  I'.  H.,  I'nitod  I'u-tlnon  ; 
I'n  .  I'luUMiouiiiuitional  01  t'nr-ivt.u  i.ui  ;  1'ni.,  t  'ni\  ri  s.ilist  ;  and  1'iiit , ,  I'liilai  ian. 


C'ircnlations  are  estimated  from  best  con.ser\  ative  sources  and  are  believed  to 
be  correct.  On  account  of  the  widespread  character  of  circulation  populations  are 
not  s^iven.  C "opv  for  these  papers  should  be  in  hand  if  possible  one  week  in 
advance  of  date. 


ARRANGED  BY  GEOGRAPHICAL  SECTIONS. 


NEW  ENGLAND. 


Pubs. 

MAINE.  '-;;;;;1  ';»;;.;• 

Bangor. 

Word  and  The  \V- 

Conp— \V        6,000    .06 
Portland. 
Zion's  Advocate  Bap — W        2,000    .03 

NEW  HAMPSHIRE. 
Concord. 

Congregational  Record 

Con.u     \\         1,500    ,oa 
Kast  Canterbury. 

Main:  Shakers      M          I.OOO     .04 


Memorandum. 


220     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


NOT  LIKE  ANY  OTHER  PUBLICATION. 


OVER  400,000 


members  of  the  AMERICAN 
MUSICAL  ASSOCIATION,  our 
special  field.  These  people  own  pianos  and  organs,  and  buy 
more  than  the  necessaries  of  life. 

Circulation  over  100,000  copies  each  month.  Rates  and 
service  always  satisfactory.  Sample  copy  and  further  informa- 
tion that  wH  interest  you,  mailed  on  request. 

AMERICAN  MUSICAL  ASSOCIATION,  Publishers.    W.  B.  CONKEY  COMPANY,  Proprietors,CWcago. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    221 


Leading  Religious  Publications — Continued. 


20,000 

7,677 

10,500 

100,000 

22,000 

2,100 

9,200 

74,586 

40,000 


New  England.  Esti- 

MASSACHUSETTS. 
Boston. 

Banner  of  Light  Spir — W 

Christian  Register  Unit— W 
Christian  Witness  Meth — W 
Christian  Endeavor  World— W 
Congregationalist  Cong — W 
Herald  of  the  Coming  One-W 
Morning  Star  F  B— W 

Pilot  Cath— W 

Republic  Cath— W 

Sacred  Heart  Review 

Cath— W 

Universalist  Leader  Un — W 
Watchman  Bap— W 

Zion's  Herald  Meth— W 

Missionary  Magazine  Bap — M 
Christian  Safeguard  Un — M 
Contributor  Ev — M 

Donahoe's  Magazine  Cath — M 
Missionary  Herald  Cong — M 
Pilgrim  Teacher  Cong — M 
Sunday  School  Helper  Uni-M 
Watchword  Ev — M 

Working  Boy  Cath — M 

Fall  River. 

Catholic    Advocate     Cath— W 


Worcester. 

Messenger 


Pubs, 
one  t. 
rate. 


•25 
.IO 
.10 
.65 
•25 

•03 
.10 
.20 

.20 


40,000 
18,000 

.20 
.20 

17,000 

•25 

17,500 

.20 

7,300 

8,500 

.10 
.10 

20,000 
46,000 
18,000 

.20 
.80 
•15 

15,000 

•15 

4,550 

•15 

3,500 
85,000 

.11 
•30 

2,500    .03 
Cath— W        3,600    .05 


RHODE  ISLAND. 
Providence. 

Rhode    Island    Church    Mes- 
senger Ev — M        2,000    .03 

CONNECTICUT. 

Hartford. 

Connecticut  Catholic  Cath — W        4,800    .04 
Religious  Herald        Cong — W  850     .03 


Memorandum. 


If  you  are  in  business,  but  not  in  the  advertising  field,  you  are  not  in  the  world. 


Strike  boldly  yet  judiciously  in  arranging  your  advertisements.     Tell  the  truth. 
Those  who  inspect  your  product  will  be  the  judges. 


222     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Only  Publication  of 


The  Humane  Alliance 


Tis  June,  the  smnvy  lillies  blow 
••In  joy  my  tail  I  wafc 
And  hope  my  skin  may  ne>r  be  used 
•  •Tom«kke  a  Clad  stone  bajj 


The  work  of 
humane  educa- 
tion is  of  great 

importance  and  interest  to  our  subscribers, 
insuring  the  careful  reading  of  each  issue. 
Readers  forward  their  papers  to  friends, 
and  the  paper  probably  enjoys  a  larger 
number  of  readers  to  each  copy  than  any 
other  publication. 


The  Largest  Circulation  of  any 
Animal  Publication  in  the  World 


THE  HUMANE  ALLIANCE  will  pay 
well  as  an  advertising  medium  ;  a  trial 
order  will  demonstrate  this  fact.  Only 
straightforward  advertising  accepted.  Rate, 
40  cents  per  agate  line,  10  per  cent,  dis- 
count on  six  months'  orders,  15  per  cent. 
on  yearly  orders. 


The  Humane  Alliance 

NEW  YORK 


2fci($ru$ten  ox&  ber  ^efmat  unfc  ^remfce. 


THCM95T  PROMINENT 


Published  at  Chicago,  III. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    223 


Leading  Religious  Publications — Continued. 


MIDDLE  STATES. 


NEW  YORK. 

Buffalo. 

Aurora  (German)       Cath — W 
Catholic  Union  and  Times 

Cath— W 

Christian  Uplook      Meth— W 
New  York. 

Catholic  News  Cath— W 

Christian  Advocate    Meth — W 
Christian    Herald    and     Signs 
of  Our  Times  Ev— W 

Christian  Intelligencer 


Christian  Work 

Churchman 

Congregational 

Evangelist 

Examiner 

Freeman's  Journal 

lie  Register 
Hebrew  Standard 
Jewish   Messenger 
Observer 
Outlook 

Sabbath  Reading 
Twentieth  Century 

New  Voice 
Witness 

Assembly  Herald 
Catholic  World 
Church  Union 
Homiletic  Review 
Record  of  Christia 

Rosary 

Saint  Andrew's  Cross 

Silver  Cross 

King's   Daughters — W 
Sunday  School  Journal 

Meth— M 
Young  Catholic  Cath— M 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


3,200  .03 

12,500  .06 

12,000  .10 

60,000  .25 

41,000  .50 

250,000  1.25 


Memorandum. 


Ret  Ui—  W 

n,ooo 

.20 

Lef  Pres—  W 

10,000 

.10 

Ev—  W 

22,500 

•30 

Ep—  W 

19,000 

.30 

Work—  M 

100,000 

.60 

Pres—  W 

12,000 

.12 

Bap—  W 

30,000 

.30 

and  Catho- 

Cath—  W 

52,000 

.30 

jeW_W 

20,000 

.20 

Jew—  W 

6,500 

.20 

Ev—  W 

27,000 

•30 

Ev—  W 

90,000 

•SO 

Ev—  W 

93,ooo 

•50 

Radical—  W 

10,000 

.22 

Ev—  W 

100,000 

•75 

Ev—  W 

50,000 

.40 

M 

50,000 

•25 

Cath—  M 

23,000 

•35 

Ev—  M 

10,000 

.10 

Un—  M 

20,000 

•25 

n  Work 

Un—  M 

16,000 

•  15 

Cath—  M 

13,000 

•  15 

oss    Ep  —  M 

21,625 

•30 

30,000  .30 

IOI,OOO  1. 00 

29,000  .18 


224     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    225 


Leading  Religious  Publications — Continued. 


MIDDLE  STATES— New  York. 

Rochester. 

Catholic  Journal 
Syracuse. 

Northern  Christian  Advocate 

Meth— W 
Wesleyan  Methodist  Meth — W 


Esti- 
mated 
Circ. 


4,500 


Camden. 

Home  Guide 


NEW  JERSEY. 


Ref 


New  Jersey  Methodist  and  Ep- 
worth  Advocate      Meth — W 

Newark. 

Messenger       Y.  M.  C.  A.— M 
New  Jersey  Baptist  Bulletin  M 

PENNSYLVANIA. 

Bethlehem. 


1,500 
5,000 


Moravian 
Greenville. 

Young  Lutheran 
Harrisburg. 

Church  Advocate  C  of  G — W 
Evangelical  Ev — W 

Pennsylvania  Methodist 

Meth— W 
Philadelphia. 
American   Friend  Fr — W 

Catholic  Standard  Cath— W 
Christian  Instructor  Pres — W 
Christian  Recorder  Meth— W 
Christian  Standard  Meth— W 
Church  Standard  Ep — W 

Episcopal  Recorder 

Ref  Ep— W 

Guardian  Angel  Cath — W 

Jewish  Exponent 
Lutheran 
Lutheran    Observer    Luth — W 
Methodist  Meth— W 

Presbyterian  Pres — W 

Presbyterian  Journal  Pres — W 
Reformed  Church  Messenger 

W 


3,100 
7,300 


jew— W 
Luth— W 


7,000 

19,600 

5,200 

5,000 

12,000 

17,000 

4,000 
35,000 

7,5oo 

4,000 
i7,5oo 

5,9oo 
12,000 

8,000 


Pubs, 
one  t. 
rate. 


Cath — W        3,000    .03 


•  15 
.10 


3,000    .02 


2,000    .02 


.02 
.07 


Mor — W        1,250     .03 


Luth — M      31,550    .20 


•05 
•05 


2,500    .03 


.10 
•15 
.05 
.04 
.10 
•  15 

•05 

.20 
.14 
.06 
.12 
.07 
.18 
.07 


7,000    .08 


Memorandum. 


A  strong,  brainy  advertisement  resembles  the  manoeuvre  of  a  great  general  in 
the  field.     It  destroys  opposition. 


226     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


America's  Greatest 

Illustrated  Journal  is 


AMERICA'S    CUP-DEFENDER    "COLLT1BIA,"    ON    A    PORT    TACK    DURING    HER    TRIAL 
SAIL    IN    NARRAOANSETT    BAY,    ABOVE    NEWPORT. 


The  public  like  it,  that's  why  advertisers 

=========  use  it. 

LESLIE'S  WEEKLY,  1  10  Fifth  Avenue,  New  York. 

WILLIAM  L.  MILLER,  Advertising  Manager. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     227 


Leading  Religious  Publications — Continued. 


fllDDLE  STATES— Pennsylvania. 

PHILADELPHIA— Continued. 
Sunday  School  Times    Ev — W 
Am     Church     Sunday    School 

Magazine  Ep — M 

Our  Young  People  Bap— SM 
Augsburg  Sunday  School 

Teacher  Luth — M 

Baptist  Superintendent  M 

Baptist  Teacher  Bap — M 

Pittsburg. 

Catholic  Cath— W 

Christian  Advocate  Meth — W 
Christian  Union  Herald 

Pres— W 

Methodist  Recorder  Meth— W 
Presbyterian  Banner  Pres — W 
United  Presbyterian  Pres — W 
Bible  Teacher  Pres — M 

Reading. 

Reformed  Church  Record 

Ref  Ch— W 
Scranton. 

Diocesan  Record  Cath — W 
Index  Cath— W 


DELAWARE. 

Wilmington . 

Peninsula  Methodist 


MARYLAND. 

Baltimore. 

Catholic  Mirror  Cath— W 

Christian  Advocate    Meth — W 
Katholische      Volk       Zeitung 
(German)  Cath— W 

Methodist  Meth— W 

Methodist  Protestant  W 

Baptist  Messenger        Bap — M 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate 


150,000  .80 

5,800  .15 

60,000  .50 

14,500  .15 

6,800  .10 

60,000  .40 


12,500  .10 

23,000  .II 

23,000  .20 

6.000  .10 

16,000  .15 

12,000  .10 

7,000  .10 


5,000    .11 

8,400    .10 
12,800    .10 


W  3,600      .02 


16.000 
4000 

25,000 

4,250 

6,000 

2,500 


.II 

.06 

.07 
.07 
.08 

•03 


Memorandum. 


No  business  man  would  think  of  taking  a  legal  step  without  the  aid  of  a  lawyer. 
Law  is  a  science  ;  so  is  the  writing  and  placing  of  advertising.  Have  your  attorney 
of  publicity  just  as  you  have  your  legal  advisor. 

Cut  your  coat  according  to  your  cloth.  If  you  cannot  pay  for  double  columns  in 
newspapers  and  for  pages  in  magazines,  advertise  as  far  as  you  are  able.  A  well- 
written  small  advertisement  often  draws  as  much  attention  as  an  elaborate  attempt. 


228     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  HOME 
AAGAZINE 


Our  Output  is  35,000. 
What's  our  Circulation? 

Rates,  $50  per  page. 
HOME  MAGAZINE  PUBLISHING  CO. 


W.  J.  SHILLIDAY,  Manager 


93-99  NASSAU  STREET,    NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    229 


Leading  Religious  Publications — Continued. 


CENTRAL  STATES. 


OHIO. 

Cincinnati. 

American  Israelite  Jew — W 
Catholic  Telegraph  Cath— W 
Christian  Leader  Ch — rW 

Christian  Standard  Ch — W 
ChristlicheApologete  Meth-W 
Deborah  (German)  Jew — W 
Herald  &  Presbyter  Pres-W 
Journal  &  Messenger  Bap — W 
Lookout  C  E— W 

Wahrheits-Freund  Cath— W 
Western  Christian  Advocate 

Meth— W 
Sunday  School  Journal 

Meth— M 
Cleveland. 

Catholic  Universe  Cath — W 
ChristlicheBotschafter  Ev-W 
Evangelical  Messenger  Ev-W 
Union  Gospel  News  Ev — W 
Men  Y.  M.  C.  A.— M 

Columbus. 

Catholic  Columbian  Cath — W 
Ohio  Waisenfreund  Cath — W 
Light  of  Truth  Spir— W 

Dayton. 

Christian  World  Ref  Ch— W 
Herald  of  Gospel  Liberty 

Ch— W 

Lutheran  Evangelist  Luth — W 
Religious  Telescope  U  B — W 
Watchword  WB— W 

Delaware. 
Woman's  Home  Missions 

Meth— M 

INDIANA. 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


23,000  .15 

8,400  .07 

6,700  .08 

32,500  .30 

I9,OOO  .15 

9,OOO  .05 

23,000  .25 

12,000  .12 

27,733  .20 

I4,OOO  .15 

25,OOO  .25 

90,000  i. oo 

16,200  .07 

20,000  .16 

10,000  .13 

50,000  .30 

20,000  .25 

7,000  .07 

38,000  .30 

27,500  .25 

4,850  .05 

4,500  .05 

8,581  .10 

17,131  .15 

I2,OOO  .10 


17,200  .15 


Memorandum. 


Bap  — W      13,900    .15 


Indianapolis. 

Baptist  Outlook 

Notre  Dame. 

Ave  Maria  Cath — W      25,000 

The  sensible  merchant  includes  the  cost  of  advertising  as  one  of  his  necessary 
expenses  in  mapping  out  his  plans  for  each  season. 


.20 


230     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


8 


Special  Color  Pictures [  T>K  frmr.t*«»B&t,i,  ciu* 

Vol.  IV      No.  4  Il'I.Y    1899  Price  25  Ce 


Brush  & 
Pencil  * 


An  Illustrated  M&jtame 

«tlhe 

Arls&Cralls 


HRare 
Opportunity 

is  offered  through  this 
publication  to  reach  a 
high-grade  class  of  pur- 
chasers. It  reaches  over 
10,000  lovers  of  art, 
painting,  sculpture  and 
kindred  subjects  every 
month*  Beautifully 
illustrated. 

(Advertising  rates  reasonable. 

Hits  &  Crafts  pub.  Co. 
Chicago 


DAILY- 
EVENING 


WEEKLY- 
THURSDAY 


ALTON 
SENTINEL  -DEMOCRAT 

4 

Largest  Circulation 

of  any  Paper 
in  Southern  Illinois 

TWENTY-FIFTH  YEAR 


Published  by 
The  Sentinel-Democrat  Printing  Company 

J.  J.  McINERNEY,  Pres't  and  Mgr. 
Second  and  Piasa  Sts.  ALTON,  ILL. 


THE  MOLINE 


ILL. 


is  highly  endorsed  by  the 
Moline  Retail  Merchants 
Association  as  "Without  a 
Superior  in  Rock  Island 
County."  They  all  use  it 
extensively,  which  is  a  still 
better  endorsement.  ::  :::  ::: 

Sworn  Net       |  Daily  edition,  1861 
Circulation  I  Semi-weekly,  1050 

The  only  Democratic  in  a 
live  city  of  twenty  thousand. 

MYRON  JORDAN,  ;:;;;;,; 


JOURNAL   BUILDING,  Opposite  City  Hall, 
MOLINE,  ILL. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    231 


Leading  Religious  Publications — Continued. 


Central  States. 

ILLINOIS. 

Chicago. 

Advance 
Baptist  Union 
Bladet  (Swedish) 
Christian  Oracle 
Epworth  Herald 
Free  Methodist 
Interior 
Israelite 
Katolik 
Living  Church 
Midland 


Esti-  Pubs, 
mated  one  t. 
Giro.  rate. 


Cong— W 
Bap— W 
Un— W 
Ch— W 
Meth— W 
Meth— W 
Pres— W 
Jew— W 
Cath— SW 
Ep— W 
Pres— W 
Missions-Vannen  (Swed.) 

Ev— W 

New  Unity  Un — W 

Northwestern  Christian  Advo- 
cate Meth — W 
Nya  Wecko  Posten  (Swed.) 

Bap— W 

Ram's  Horn  Un— W 

Reform  Advocate  Ref  Jew — W 
Sandebudet  (Swedish) 

Meth— W 

Standard  Bap — W 

Western  Catholic 
Elgin. 
Young  People's  Weekly 

Un— W 


21,280 
34,000 
12,500 

6,500 
116,000 

4,800 
30,000 

13,314 
4.500 

17.500 
8,500 


•  15 
.20 
.06 
.08 
.60 
.06 
•25 
.08 
•05 
•25 
.10 


17,500  .07 

io,coo  .15 

23,580  .25 

10.600  .06 

58.000  .40 

16.000  .c8 

10,000  .10 

15,000  .12 

3,500  .05 


Mt.  Morris. 

Gospel  Messenger 
Rock  Island. 

Augustana  (Swedish) 


220,000  1.30 
Bap— W       18,000     i2 

Luth — W       13,000     .10 


MICHIGAN. 

Detroit. 

Angelus  Cath — W 

Christian  Herald          Bao— W 
Michigan  Catholic       Cath — W 
Michigan  Christian  Advocate 
Meth— W 
Michigan  Presbyterian          W 

WISCONSIN. 

Milwaukee. 

Catholic  Citizen 


10.000 
5.800 
4-500 

18,500 


.06 
.06 
.10 

.20 
•05 


Memorandum. 


Cath — W       10,500     .07 


232     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


AIM  Am  WHEAT  \H  CALIFORNIA  ::::::: 
OSGRLSSOF  AMERICAN  ABORIGINLS  AT  OMAHA-EXPO! 


30,000  Monthly 


(Announcement  to  Advertisers 


\  i  py-kr-n  i  Q  » 


The  Overland  Monthly  is  the  Official  Organ  of  the  Schools  of  California. 
The  State  and  City  subscribes  for  3,44-1  monthly.  This  gives  the 
Overland  a  reading  public  in  California  alone  of  half  a  million* 

Advertisers  will  see  the  point. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     233 


Leading  Religious  Publications — Continued. 


WESTERN  STATES. 


MINNESOTA. 

Minneapolis. 

Kingdom  Ev — W 

Midland  Christian  Advocate 

Meth— W 

North  and  West          Pres— W 
St.  Paul. 
Der  Wanderer  (German) 

Cath— W 
Northwestern  Chronicle 

Cath— W 

IOWA. 

Davenport. 

Iowa  Catholic  Messenger — W 


Iowa  Churchman 
Des  Moines. 

Christian  Index 
Christian  Worker 
Iowa  Endeavorer 
Dubuque. 
Katholischer 
man) 

Sioux  City. 

Northwestern  Catholic 


Ep— M 

Ch— W 
Ch— W 
C  E— M 


Westen     (Ger- 
Cath— W 


W 


NEBRASKA. 
Omaha. 

Christian  Advocate    Meth — W 


MISSOURI. 

Kansas  City. 

Catholic 
St.  I,ouis. 

American  Baptist  Flag          W 
Central  Baptist  Bap— W 

Central  Christian  Advocate 

Meth— W 

Christian  Advocate    Meth — W 
Christian   Evangelist     Ch — W 
Church  Progress  and  Catholic 
World  Cath— W 

Herold    des    Glaubens    (Ger- 
man) Cath— W 


Esti- 
mated 
Circ. 


3.800 
6,500 


9,600 
5,800 


Pubs, 
one  t. 
rate. 


6,OOO      .03 


•03 
.05 


•04 


.07 


5,150  -06 

5,000  .10 

2,400  .05 

4,900  .07 

5,000  .07 


8,750    .15 
5,000    .04 

5-550    .05 


Cath — W        5,000    .05 


15,000  .10 

10,241  .11 

25,012  .20 

26,785  .25 

30,000  .25 

28,000  .10 

27,000  .15 


Memorandum. 


234     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Circulation  Guaranteed  80,000 
Copies  per  Month  in  America 


INTERNATIONAL   NEWS  CO.  ~  j.  LAWRENCE  BRADLEE 

83    and   85    Duane    St.,  New  York  Advertising  Manager 


We    also   represent  the  ILLUSTRATED  LONDON   NEWS    (American    Edition) 
identical  with  the  English.    Advertisements  placed  opposite  illustrations  or  reading. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     235 


Leading  Religious  Publications  —  Continued. 

Esti- 

Pubs. 

WESTERN  STATES—  nissouri.              mated 
Circ. 

one  *.                          Memorandum. 

rate. 

ST.  LOUIS—  Continued. 

Jewish  Voice                  Jew  —  W       17,000 

.07 

Observer                         Pres  —  W         6,500 

.05 

Our  Young  Folks          Ch—  W      20.000 

.20 

Inland                              C  E—  M       88,000 

•50 

Word  &  Works                        M       31,000 

•30 

KANSAS. 

Topeka. 

Kansas  Endeavorer      C  E  —  M         4,588 

.10 

SOUTHERN  STATES. 

VIRGINIA. 

Richmond. 

Central  Presbyterian  Pres--W        3,  700 

.04 

Christian  Advocate    Meth  —  W        8,000 

.07 

Religious  Herald          Bap—  W        8,000 

.07 

Southern    Churchman    Ep  —  W         5-5OO 

.05 

Bible  Reader                   Un  —  M       20,000 

.10 

WEST  VIRGINIA. 

. 

Huntington. 

Baptist  Banner             Bap  —  W        4,200 

.04 

NORTH  CAROLINA. 

Fayetteville. 

North  Carolina  Baptist         W        3,600 

.03 

Raleigh. 

Biblical  Recorder         Bap  —  W        6,500 

.07 

Charlotte. 

North  Carolina  Presbyterian 

Pres  —  W        2,300 

.07 

Greensboro. 

North  Carolina  Christian  Ad- 

vocate                       Meth  —  W        7,300 

.07 

SOUTH  CAROLINA. 

Columbia. 

Southern  Christian  Advocate 

Meth—  W        4,600 

•05 

Due  West. 

Associate     Reformed     Presby- 

terian                          Pres  —  W        2,338 

•03 

Greenville. 

Baptist  Courier             Ban  —  W        5,ioo 

.07 

Newberry. 

Lutheran  Visitor        Luth  —  W        3.157 

•05 

236    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Congregational 
ftlork 


PHILADELPHIA,    NEW   YORK   AND   BOSTON 


«1UR01*IJ!LDIMG     S^."~  £ 

£5g£jrl  ^.l'^' 


TMTCP 
EVERY 
FAMILY 


an  Advertising 

Medium 
Cannot  be  Excelled 

Congregational  Work 

is  one  of  the  best  paying  Religious 
mediums  in  America. 

Congregational  Work 

has  more  circulation  than  all  other 
Congregational  papers  combined. 

Congregational  Work 

enters  nearly  100,000  homes 
and  is  read  by  about 
300,  ooo  persons  each  issue 

Congregational  Work 

is  read  by  the  purchasing  class 
of  people. 


Congregational  Work 
Congregational  Work 


You  can  get  more  for  your  money  by  advertising 
in  it  than  in  any  other  Religious  medium. 

When   making  up  your  list  of  mediums  be  sure 
and  include  it. 


Sample  Copies, 
Rates,  etc., 
cheerfully  furnished 
on  application. 


C.  E.  SHERIN  SPECIAL  AGENCY 

Sole  (Advertising  cManagers 

POTTER  BUILDING,  NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING      237 


Leading  Religious  Publications — continued. 


Southern  States.  Esti- 

GEORGIA.     nSrcd 
Atlanta. 

Christian  Index  Bap  —  W      10,000 

Wesleyan  Christian  Advocate 

Meth—  W      10,677 
Augusta. 
Georgia  Baptist  Bap  —  W        4,000 


3,000 
3,000 

6,500 
4,000 


FLORIDA. 

Florida  Christian  Advocate 

Meth—  W 
Ocala. 
Florida  Baptist  Witness 

Bap  —  W 

ALABAMA. 

Birmingham. 

Alabama    Christian    Advocate 

Meth—  W 
Montgomery. 

Alabama  Baptist  Bap  —  W 


Meridian.       MISSISSIPPI. 

Baptist  Record  Bap — W        5,ooo 

Winona. 

Baptist  Layman         Bap — SM        5,860 

Jackson.       TENNESSEE. 

Christian   Index         Meth— W 

Knoxville. 

Holston   Methodist   Meth— W 

Methodist  Advocate  Journal 

Meth— W 
Martin. 

Primitive  Baptist         Bap — W 
Memphis. 

Jewish  Spectator          Jew — W 
Nashville. 

Baptist  and  Reflector  W 

Christian  Advocate    Meth — W 
Cumberland  Presbyterian 

Pres— W 

Gospel  Advocate  Ch— W 

Sunday  School  Magazine 

Meth— M 


2,500 

5,ooo 
3,000 
4,200 

8,551 

6,000 
18,000 

10,300 
12,000 


Louisville.  KENTUCKY. 

Central  Methodist      Meth — W  4,500 

Christian  Guide             Dis — W  13.500 

Christian  Observer     Pres — W  17,500 
Katholischer         Glaubensbote 

(German)                  Cath— W  10,000 

Western  Recorder       Bap — W  15,000 

Pentecostal   Herald  Meth— W  24,000 


Pubs, 
one  t. 
rate. 


.04 
•05 
.04 

•03 

•03 

•03 
.04 

.04 
.04 

•03 

•05 
•05 
•03 
.07 
.07 


.IO 
IO 


4O,OOO      .25 


.04 
•15 
•17 

.04 

•15 
.10 


Memorandum. 


238     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


buying  waste  circulation,  and 
_      _  buy  that  which  goes  direct  to 

the  people  whom  you  wish  to  reach. 

THE  AMERICAN  STOCK  KEEPER 

The  Leading  Fanciers'  Weekly, 

has  a  select  circulation  among  the  best 
buyers  of  the  country.  Goes  everywhere. 
A  good  paper  with  a  good  circulation  at 
a  reasonable  rate. 

is  a  man  who  wants 
the  best  of  every- 
thing that  money  can  buy.  He  is  in  the 
business  for  the  love  of  it. 

Cbe  Jfmerican  StocR  Rccpcr«««« 

30  Broad  St.,  BOSTON,  MASS. 

Is  a  fancier's  paper  and  has  a  subscrip- 
tion list  of  solid  buyers. 

Send  for  rates  and  sample  copy. 

A  FANCIER'S  PAPER 

Nearly  every  man  has  his  hobby.  Some 
animal  or  bird  adds  to  his  enjoyment  of 
life.  He  spends  his  money  on  it.  That 
is  the  class  ot  men  the 

American  Stock  Keeper . . . 

has  for  subscribers.  Advertisements  in 
it  are  closely  read.  Rates  reasonable. 

30  Broad  St.,  BOSTON,  MASS. 


Jtttttttttttttttttttttttt-f 

THE  LARGE  FRUIT  MAN 
THE  SMALL  FRUIT  MAN  and 


J     HORTICULTURISTS  IN  GENERAL 
> 

are  best  appealed 
to  through  the  columns  of 


flreeifs 
fruit  Grower 


It  is  on  the  table  of  orchard- 
ists  everywhere.  As  fruit 
growing  and  the  poultry  busi- 
ness  work  so  nicely  together, 
poultrymen  should  consider 
the  superior  merits  of  Green's 
Fruit  Grower  as  a  medium  for 
them.  Get  samples  and  rates 
from  Rochester,  N.  Y.,  or 
consult  your  agent. 


fiRlCULTURIST 


EVERYBODY  WANTS  IT— to  reach  the  best  buyers  in 
the  great  Live  Stock  and  Agricultural   States  in  the 
Mississippi  Valley,  the  richest  country  on  earth. 
The  Live  Stock  industry  is  enjoying  the  highest  prosperity. 
You  cannot  reach  our  readers  with  any  other  paper.    No  paper 
can  tell  all  that  is  worth  telling,  and  no  paper  can  reach  all  the 
readers  worth  reaching.  The  Stock  Journal  stands  at  the  head. 

T.&T.  A.  BUTTERWORTH,  Pubs.,  152  50thSt.,Chicago,andQuincy,III. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     23$ 


Leading  Religious  Publications  —  Continued. 


SOUTHWESTERN  STATES. 


LOUISIANA. 

New  Orleans. 

Christian  Advocate  Meth — W 
Morning  Star  Cath — W 

Southwestern  Christian  Advo- 
cate Meth — W 
Southwestern  Presbyterian 

Pres— W 

Little  Rock.     A  R  K A  N  S AS 
Arkansas   Baptist          Ban— W 
Arkansas  Methodist  Meth — W 
Austin.  TEXAS. 

Firm  Foundation  Ch  of  C — W 
Dallas. 

Christian  Courier  Dis — W 
Baptist  Standard  Bap  — W 
Baptist  Herald  Bap  W 

Texas  Christian  Advocate 

Metl    -W 
San  Antonio. 
Southern  Messenger 

Cath— W 

Denver.  COLORADO. 

Rocky     Mountain    Christian 
Advocate  Meth — W 


Esti- 
mated 
Circ. 


7.ooo 
7,ooo 

4-^oo 
5,ioo 

7,ooo 
11,500 

9,609 

5.250 
24,000 
15,000 


Pubs, 
one  t. 
rate. 

.06 
.08 

.08 
•04 

.04 
.07 

.08 
.06 


20,300    .25 


6.500    .05 


5,500    .10 


Memorandum. 


PACIFIC  COAST  STATES, 


CALIFORNIA. 

Oakland. 

Signs  of  the  Times 

7th  day  Ad — W  24,633  .20 
San  Francisco. 
California  Christian  Advocate 

Meth — W  3,000  .07 

Monitor                          Cath — W  24,000  .10 

Occident                         Pres — W  2,500  .02 

Pacific                            Cong— W  2,500  .03 

Pacific  ChristianEndeavorer  W  4,500  .03 
Pacific  Methodist  Advocate 

Meth — W  2,000  .02 

Pacific  Churchman      Eo — SW  3.500  .10 

Portland.  OREGON. 

Catholic  Sentinel         Cath — W  2,100  .03 

Pacific  Baptist  Bap— W  2,800  .03 

Pacific  Christian  Advocate 

Meth— W  2,850  .03 


240     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


There  is  only 
one 


and 
everybody  reads  it 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    241 


Leading  Religious  Publications — Continued. 


DOMINION  OF  CANADA. 


NEW  BRUNSWICK. 

Fredericton. 

Religious  Intelligencer 


Esti- 
mated 
Circ. 


St.  John. 

Messenger  and  Visitor 


QUEBEC. 

Montreal. 

True     Witness     and     Catholic 

Chronicle  Cath— W 

Witness  Ev— W 

Presbyterian  Record  M 


Pubs, 
one  t. 
rate. 


Bap — W        2,400    .03 


Bap — W        6,000    .03 


Cath— W        2,800     .03 


NOVA  SCOTIA. 

Antigonish. 

Casket 
Halifax. 

Presbyterian  Witness  W        3,100     .07 

Wesleyan  Meth — W        4,100    .05 

ONTARIO. 

Kingston. 

Canadian  Freeman      Cath — W 

I/ondon. 

Catholic  Record          Cath— W 

Ottawa. 

United  Canada 

Toronto. 

Canadian  Baptist          Bap — W 

Canadian  Churchman    Ep — W 

Catholic  Register        Cath— W 

Christian  Guardian     Meth — W 

Evangelical  Churchman 

Ch  of  Eng— W 
Presbyterian  Review  W 

Sentinel      and      Orange      and 

Protestant  Advocate 

Prot— W 
Canadian     Church     Magazine 

and  Mission  News  Ep — M 
Endeavor  Herald  C  E— M 
Methodist  Magazine  Meth — M 
Sunday  School  Banner 

Meth— M 


5,655  .05 

10,000  .06 

Cath — W   5,000  .04 

5,400  .05 

6,050  .10 

15,000  .06 

24,375  .20 

3,500  .05 

9,000  .06 

20,000  .15 

3,275  .05 

8,000  .10 

3,035  -05 


15,500   .20 


8,000  .06 

28,480   .20 
50,000   .40 


Memorandum. 


242     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


IS  EVERYWHERE ,  WILL  SELL  GOODS  EVERYWHERE 


Not  in  Judge  is  to  be 
"not  in  it"  'with 

your  competitors. 


THE  JUDGE  COMPANY,  110  Fifth  Avenue,  New  York 

WILLET  F.  COOK 

Manager  Advertising 


TTTe    Leading 

Reaching  the  Brawn  and  Sinew  of  the  Country 

For  articles  used  principally  in  rural  communities  it  is  desirable  to  employ  the 
farmers'  own  special  papers.  The  list  below  is  believed  to  be  a  representative  list  of 
these  papers,  published  in  United  States  and  Canada. 

All  are  straight  agricultural  publications,  unless  indicated  to  the  contrary  by 
name  or  otherwise.  On  account  of  the  widespread  circulation  the  population  is 
not  given.  Circulations  are  estimated  from  best  conservative  sources  and  are 
believed  to  be  correct. 

There  are  varied  discounts  for  time  and  space  from  the  single  time  line 
rates  given  below.  Specific  estimates  furnished  upon  application.  Copy  for  the 
weeklies  should  be  in  hand  one  week  in  advance  of  date. 


ARRANGED  BY  GEOGRAPHICAL  SECTIONS. 


NEW  ENGLAND. 


MAINE. 

W       10,000 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


Augusta. 

Maine  Farmer 
Bangor. 

Commercial,  Farmer  and  Vil- 
lager W 

Waterville. 

Turf,  Farm  and  Home         W 


22,500    .10 

5,800      .09 


NEW  HAMPSHIRE. 

Concord. 

People  and  Patriot  W       12,000     .06 

Manchester. 

Mirror  and  Farmer  W       35,ooo     .25 


VERMONT. 
Burlington. 

Vt.  Farmers'  Advocate          W 


2,200     .04 


Memorandum. 


( i<  x)(l,  attractive  advertisements  are  profitable  to  both  buyer  and  seller. 


244     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


In  all  America  there  is  but  one  '  'Life. "  This 
is  the  one  Mr.  Fowler  is  waiting  about. 


'o   3-Cope,." 


What  Nath'l  C.  Fowler,  Jr.,  the  great  business  builder  of 
23  Thacher  Road,  Boston,  thinks  of  LIFE. 


MR.  B.  C.  EVERINGHIM, 


BOSTON,  MASS.,  July  3,  1899. 


Advertising  Manager, 

LIFE,  New  York  City. 
Dear  Sir: 

For  nearly  twenty  years  it  has  been  necessary  for  me  con- 
tinuously to  study  the  advertising  value  of  America's  leading 
mediums,  that  I  might  the  more  correctly  recommend  to  my 
clients  only  the  "best."  Experience,  and  every  known  manner 
of  test,  seem  to  conclusively  prove  that  LIFE  is  in  an  advertising- 
value-class  by  itself,  and  to  be  one  of  the  very  limited  number  of 
"  indispensables. "  From  an  advertising  view-point,  LIFE  is  pre- 
eminently the  official  organ  of  the  people  of  buying- wealth. 
There  is  not  a  better  medium,  and  I  am  of  the  opinion  that  there 
is  no  other  medium  so  good  for  the  advertising  of  luxuries  and 
of  highest-grade  commodities.  The  readers  of  LIFE  are  neces- 
sarily women  and  men  of  society,  with  many  desires,  and  with 
the  means  to  gratify  them. 


Mr.  Fowler  is  known  as  the  writer  of  10,000 
advertisements,  of  1,000  articles  on  adver- 
tising, and  the  author  of  the  only  cyclopedia 
upon  advertising. 

LIFE  commends  his  matured  judgment  to 
the  consideration  of  the  readers  of  the  Red 
Book. 


Advertising  Rates  on  Application. 

LIFE  PUBLISHING  COMPANY, 

NEW  YORK. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    245 


Leading  Agricultural  Publications — Continued. 


New  England.  Esti 

MASSACHUSETTS. 

Boston. 

American  Cultivator  W 

American   Horse   Breeder    W 
American  Stock-Keeper,  Dogs 

Poultry  and  Pigeons  W 
Massachusetts  Ploughman  W 
New  England  Farmer  W 

Our  Grange  Homes  W 

Farm  Poultry.  SM 

Springfield. 
New      England       Homestead 

(Eastern    ed.    of    American 

Agriculturist,  N.  Y.)  W 
Farm  and  Home.  Two  ediO 

tions,   eastern    and    western     250,000 
SMJ    ' 


34,500 
27,000 

6,500 
9,000 

15,500 
6,000 

31,000 


38,000 


Pubs. 


.30 

.18 

.07 
.10 
.15 
.05 
.30 


.30 
1.50 


Memorandum. 


RHODE  ISLAND. 
Pascoag. 

Pomona  Herald 


Hartford. 

Connecticut  Farmer 


W        3,900     .05 

CONNECTICUT. 

W       4,500    .07 


HUDDLE  STATES 


NEWYORK. 
Albany. 

Country  Gentleman  W      20,000     .30 

Poultry  Monthly  M        4,800     .10 
Chatham. 

Fanciers'  Review  M 
Practical  Dairyman  and  Agri- 
culturist M 
Cooperstown. 
Otsego  Farmer  W 
Dunkirk. 

Grape  Belt  (Hort.)  SW        4,000     .02 

Chautauqua  Farmer  W        2,800     .02 

Fruit  (Hort.)  M        3,000     .10 
Falconer. 

American  Bee  Keeper  M         1,400    .10 

In  business,  the  way  to  make  a  hit  is  to  be  wide-awake  and  progressive.  The 
man  who  knows  his  field  never  fails  to  sow  with  good  advertising,  and  his  harvest  is  a 
crop  of  success. 


6,000    .10 


4,200    .05 


3,500     .06 


246     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


!* 

OLD  FAMILY  AND  POLITICAL  STANDBY  OF  CENTRAL  VERMONT 


Ikt  UMlg  lonmol 


•SUBSCRIPTION  PRICt 


RUNNING  MATE  OF  WATCHMAN.     TAKEN  IN  THE  CITIES  AND  VILLAGES 


epublican  Papers  in  the  Banner  Republican  State 

.  .  Reach  Farmers,  Business  Men  and  All  Classes 

OF  LEADING  CIRCULATION  AND  INFLUENCE  IN  CENTRAL  VERMONT 


By  VERMONT  WATCHMAN  CO.,  Montpelier,  Vt. 


To  Reach  the  Farmers  of  Indiana 


IN  THE 


LOGANSPORT     ADVANCE. 


CIRCULATION  EXCEEDS  4,000 
in  seven  principal  counties 
surrounding  Logansport. 
Rates  on  application,  ft  ft 


POPULIST  PAPER 

IN   THIS 


CONGRESSIONAL 


i^^iSiZzfSii 


Published  in  connection  with  the 
Logansport  Daily  and  Semi  -weekly 
Reporter.  The  circulation  of  the 
Daily  Reporter  is  larger  than  that  of 
both  the  other  dailies  in  Logansport 
combined.  This  has  been  proven  by 
a  house-tu-house  canvass  and  the 
circulator's  affidavit. 

In  making  up  your  list  do  not  omit 
the  Advance  or  Daily  and  Senri-wcckly 
Reporter. 


J.  E.  BUTTON,  Publisher, 
Logansport,  Intl. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    247 


Leading  Agricultural  Publications — Continued. 


niDDLE  STATES-New  York. 

Floral  Park. 

Mayflower  (Floral) 
Johnstown. 

American  Fancier 
New  York. 

American  Agriculturist 
American  Dairyman 
American   Gardening 
Florists'  Exchange 
Rural  New  Yorker 
Turf,  Field  and  Farm 
Metropolitan  and  Rural  Home 

M 

Poultry  and  Pigeons  and  Live 
Stock  Monthly  M 

Port  Jervis. 

New  York  Farmer 

Rochester. 

Green's  Fruit  Grower  M 

Vick's  Magazine   (Floral)     M 

Syracuse. 

American  Poultry  Advocate  M 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


M    300,000  1.25 


W 

W 
W 
W 
W 
W 
W 


2,500  .07 

73,000  .60 

14,000  .25 

30,000  .25 

5,000  .07 

37,000  .30 

38.000  .39 

500.000  2.00 

3.5co  .05 


W      20,000    .15 


60,000    .25 
30,000    .60 


12,500    .10 


PENNSYLVANIA. 

Germantown. 

Telegraph  W 


M 


Meehan's  Monthly 
I/ibonia. 

Park's  Floral  Magazine 
Meadville. 
Pennsylvania  Farmer 
Mechanicsburg. 
Farmer's    Friend   and   Grange 
Advocate  W 

Philadelphia. 


3,000 


•07 
.10 


M     350,000  1.25 
W        8,900    .04 

12,800    .05 


Farm  Journal 


M     350,000 


1.25 
to 
2.50 
W      30,000    .25 


Market  Basket 
Pittsburg. 

National    Stockman    and  Far- 
mer W      50,000     .30 
Oxford. 

Blooded  Stock  M       10,000     .07 

West  Grove. 
Success    With    Flowers          M     110,000     .60 


Memorandum. 


248     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


r  Half  of  the  money 

I  Montanians 

1  spend  for  necessities  and  lux- 
uries they  send  to  houses  out- 
side of  the  state.  They  want 

j  the  best  and  are  willing  to  pay 

!  for  it. 

Our  readers  comprise  a  great 

|  number  of  these  good  buyers, 
and  they  believe  in  our  adver- 

j  tisers  because  we  will  have 
none  but  the  reputable. 

Chas.  D.  Greenfield,  Pub. 

HELENA,  MONTANA 


THE 


GEORGIA 
BAPTIST 


ESTABLISHED  1880 

Is  valued  by  advertisers  not  alone 
for  its  circulation,  which  is  large,  but 
also  for  the  fact  that  it  goes  to  the 
families  and  firesides  of  more  than 
5,000  of  the  leading,  progressive 
Negro  preachers  and  teachers  in  the 
four  States:  Georgia, South  Carolina, 
Alabama  and  Florida,  Average  cir- 
culation for  1898,  5,176  weekly. 
Published  Thursdays,  at  419  Ninth 
Street,  Augusta,  Ga.  Advertising 
rates  on  application. 


No  Advertising  List  is  complete  without 

Cfte  Towa 
State  Register 


DAILY,  SUNDAY 
AND  WEEKLY 


DBS  MOINES 
IOWA 


News 

Agriculture 
Horticulture 
Commerce 
~m        Miscellany 

A  Power 

in  the  Northwest 

is  this  great  state  paper  of  Iowa,  not 
onlv  in  circulation  but  in  influence.  Ex- 
perienced advertisers  use  it  to  reach  the 
intelligent,  thrifty,  progressive  class. 


Send  for  Rates  and  Sample  Copies. 

CLARKSON   BROTHERS,   Proprietors 

DES  MOINES,  IOWA 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     249 


Leading  Agricultural  Publications — Continued. 


niddle  States. 

DELAWARE. 

Wilmington. 

Delaware  Farm  and  Home  W 

MARYLAND. 

Baltimore. 

Farmers'  &  Planters'  Guide  M 
Southern  States    Farm    Mag- 
azine M 

Salisbury. 

Strawberry  Culturist  and  Small 
Fruit  Grower  M 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


3,000    .05 


Memorandum. 


3,000 
4,OOO 


.10 


.10 


8,000    .10 

DISTRICT  OF  COLUMBIA. 

Washington. 

National    Farm    and    Fireside 

Grange  W      22,000     .30 


CENTRAL  STATES, 


OHIO. 

Cincinnati. 

Ohio  Valley  Farmer 
American  Grange  Bulletin  and 

Scientific  Farmer 
Cleveland. 
Ohio  Practical  Farmer 
Dayton. 
Farmers'  Home 
Medina. 

Gleanings  in  Bee  Culture 
Springfield. 
Farm    and    Fireside    (Ea 

and   Western    editions) 
Farm  News 
How  to  Grow  Flowers 
Tiffin. 

Inter-state  Poultryman 
^anesville. 
Breeder  and  Farmer 

INDIANA. 
Derby. 

Game  Bird  (Pet  Stock)         M 

Huntington. 

Farmer's  Guide  W 

Indianapolis. 

Indiana  Farmer  W 


M 
and 
W 

5,6oo 
30,000 

.07 

.20 

W 

86,000 

45 

W 

35,ooo 

.25 

SM 

8,500 

.07 

tern 
SM 
M 
M 

300,000 
100,000 

IIO,OCO 

i.  60 

•50 
-50 

M 

5,000 

.07 

SM 

5,000 

•05 

3,100  .03 
27,000  .15 
28,500  .25 


250     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


131  Federal  Street, 


Camden,  N.  J. 


Sound  the  Methodist  Octave  and  Secure 
Good  Paying  Customers. 

"You  can  reach  the  buying  of  half  the  American  people  by  the  re- 
ligious papers,"  and  there  are  no  better  families  to  reach  than  the  well-to-do 
Methodist  families.  They  are  well-to-do  because  prudent.  They  save  their 
money  from  follies  and  invest  in  good  things,  We  can  sell  them  good  things 
for  you  through  our  columns.  We  reach  over  5,000  families  each  week; 
there  are  two  or  three  adults  in  each  family.  Hundreds  of  our  subscribers 
lend,  and  it  is  a  moderate  estimate  to  say  we  reach  25,000  buyers  of  good 
things  each  week. 

For  rates  and  terms  address  the  Manager,  C.  L.  BURTNETT,  as  above. 

The  Annual  Conference,  representing  55,000  Methodist  and  20,000 
Epworth  League  members,  adopted  this  paper  as  their  official  organ  again 
in  1899. 

THE 

HOME  GUIDE 

and  RELIGIOUS  NEWS 

131  Federal  St.,  Camden,  N.  J. 


Sound  the  Home  Readers  and  Secure  Good  Paying 

Customers. 

If  you  want  good  paying  business  in  Pennsylvania  and  New  Jersey  invite  the 
Christian,  home-loving  families  to  buy  from  you.  "You  can  reach  the  buying  of  half 
the  American  people  by  the  religious  papers."  They  are  well  to  do,  because  prudent. 
They  save  their  money  from  follies  and  invest  in  good  things.  We  can  sell  them  good 
things  for  you  through  our  columns.  We  reach  over  3,000  families  each  week  ;  there 
are  two  or  three  adults  in  each  family. 

For  rates  and  terms  in  the  Home  Guide  address  the  Manager,  C.  L.  BURTNETT,  as  above. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     251 


Leading  Agricultural  Publications — Continued. 


CENTRAL  STATES-Indiana. 

INDIA  NA  POL  IS— Con  tin  ned. 

Jersey  Bulletin  and  Dairy 
Farming  W 

American  Farmer  and  Poultry 
Raiser  M 

Up-to-Date  Farming  &  Gar- 
dening M 

Practical  Dairyman  M 

Agricultural  Epitomist  M 

ILLINOIS. 

Chicago. 

Drovers'  Journal  W 

American  Bee  Journal  W 

American  Florist  W 

Breeders'  Gazette  W 

Farm,  Field  and  Fireside  W 
Farm  Implement  News  W 
Farmers'  Review  W 

Farmers'  Voice  W 

Markets  W 

Orange  Judd  Farmer  (West- 
ern ed.  of  American  Agri- 
culturist, N.  Y.)  W 
Prairie  Farmer  W 
Stockman  W 
Wool  Markets  and  Sheep  W 
Western  Plowman  SM 
American  Poultry  Journal  M 
American  Swineherd  M 
Quincy. 

Farmers  Call  W 

Reliable  Poultry  Journal       M 

Western       Agriculturist      and 

Live  Stock  Journal  SM 

MICHIGAN. 
Detroit. 

Michigan  Farmer  and  State 
Journal  of  Agriculture  W 

Grand  Rapids. 

Michigan  Fruit-Grower  and 
Practical  Farmer  W 

Monroe. 

North  American  Horticultur- 
ist M 

Reed  City. 

Success  With  the  Garden  & 
Farm  M 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


5,5oo  .07 

20,000  .25 

75,000  .30 

20,000  .10 

200,000  i. oo 


l6,000  .12 

5,000  .07 

6,500  .10 

22,000  40 

50,000  .30 

10,000  .20 

25,000  .25 

36,000  .25 

38,000  .15 

60,000  .40 

28,000  .25 

7,500  .05 

IO,OOO  .10 

28,000  .20 

I2,OOO  .10 

3I.OOO  .20 

45,000  .25 

22,800  .15 

15,000  .30 


21,000  .25 

3,250  .05 

3,800  .05 

100,000  .50 


Memorandum. 


252    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


ESTABLISHED    1827 

An  organ  of  120,000  White  ^Baptists  of 
Virginia 

BRIGHT 


INFLUENTIAL 


Circulates  throughout  the 
Southern    States    and    in 

many  Northern 


Recognized  in  the  sphere  of  its  circulation 
as  a  cMost  Valuable  cAdvertising  Medium. 


Paducah 
Sun 


Daily  and 
Weekly 
Exclusive,  Field 


Only  Republican  Daily 
in  Four  Congressional 
Districts. 


Paducah  has  25,000  inhabitants, 
Republican  in  politics. 
"We  can  help  you. 
Send  in  your  business. 


150,000  Readers 

SUN  PUBLISHING  COMPANY,  Paducah,  Ky. 


Presbyterian 

.  PHILADELPHIA,  PA. 


One  of  the  Best  Family 
Weekly  Newspapers  in 
the  United  States.  Estab- 
lished nearly  70 years  ago 


Since  then  the  powerful  denomination  of  which  it  is  a  leading  and  influential  organ  has 
spread  all  over  the  land  and  numbers  millions  of  prosperous  and  reading  people.  It  is  not 
claimed  that  they  all  read  THE  PRESBYTERIAN,  but  a  leading  Advertising  Agency,  which 
has  had  extensive  business  relations  with  it  for  years,  says  :  "  THE  PRESBYTERIAN  is  read  by 
the  prosperous  classes — steady  and  liberal  purchasers — and  in  proportion  to  the  circulation  it  is 

Without  a  Peer  as  an  Advertising  Medium/'       °£n£^Z£t?* 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     253 


Leading  Agricultural  Publications — Continued. 


Esti- 
mated 
Circ. 


Pubs, 
one  t. 
rate. 


Central  States. 

WISCONSIN. 
Fort  Atkinson. 

Hoard's  Dairyman  W      25,000    .25 

Madison. 

Wisconsin  Farmer  W        8,000     .30 

Milwaukee. 

Acker  imd  Gartenbau  Zeitung 

(German)  W      20.000     .25 

Haus  und  Bauernfreund         W      87,000     ,35 
Racine. 

Wisconsin   Agriculturist        W       24,000     .20 


Memorandum. 


WESTERN   STATES, 


MINNESOTA. 

Minneapolis. 

Farmers'  Tribune  W       22,000     .09 

Skandinavisk   Farmer  Journal 

(Scandinavian)  W        5,6oo     .03 

Farm,  Stock  and  Home      SM  27,000  .30 

Northwest'n  Agriculturist  SM  14,700  .22 

Skordemannen  (Swedish)  SM  10,500  .13 

Market  Garden                         M  3,600  .17 
St.  Paul. 

Northwestern   Farmer         SM  12,000  ,20 

Home  and  Garden                  M  50,000  .67 

Poultry  Herald                         M  5,500  .10 

IOWA. 
Cedar  Rapids. 

Farmeren  (Norw.-Dan.)        M        5,ooo     .07 

Western   Poultry  Journal     M         3.750     .05 

Des  Moines. 

Wallace's  Farmer  and  Dairy- 
man W  19,000  .15 

Iowa  Homestead  W      20,000    .40 

Live  Stock  and  Western  Farm 
Journal  SM  10,000  .20 

Western  Garden  and  Poultry 
Journal  M  5,000  .10 

Mason  City. 

Farmer's  Institute  M      27,500    .11 

Sioux  City. 

Rural  Life  5,ioo    .05 

Waterloo. 

Creamery  Journal  M         8,000     .15 


254     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


St.  3Louis 
Christian  B6v>ocate 

THE  PIONEER  AND  LEADER  OF  WESTERN  RELIGIOUS  JOURNALISM 
Established  1 8 JO.      It  grows  vigorous  with  age 

Advertisers  have  found,  and  continue  to  find, 
that  it  brings  satisfactory  returns  on  their  in- 
vestment. For  advertising  rates  address 

JAMES    M.    HAMLIN,   Advertising  Manager 
1414  Locust  Street,  St.  Louis,  Mo. 

Or  THE  J.WALTER  THOMPSON  CO.,  New  York,  Chicago,  Boston 


THE  WATCHWORD 


THE: 


YOUNCPEOPLES 

PAPER  OF  THE 

UNITED  BRETHREN 

CIRCULATION 
12,000  WEEKLY 

DAYTON,  O. 


'HIS  is  a  late  publication  of  the 
United  Brethren  denomination, 
and  its  rapidly  increasing  circula- 
tion shows  with  what  favor  it  is 
being  received  by  the  young  people  of 
the  church.  By  the  young  people  is 
not  meant  the  youth,  but  the  young 
men  and  women,  who  in  this  day  and 
age  are  being  recognized  as  the  active 
working  forces  of  all  evangelical 
churches.  It  is  taken  and  read  by  all 
wide-awake  pastors  and  laymen. 

What  the  GOLDEN  RULE  is  to  the  so- 
cieties of  Christian  Endeavor,  and  the 
EPWORTH  HERALD  is  to  the  Methodists, 
the  WATCHWORD  is  to  the  United 
Brethren. 

The  rates  are  subject  to  change  as  cir- 
culation increases.  Take  advantage  of 
them  now  while  you  may. 

Rate,  per  line.  1O  Cents. 

Reading  .\oticcs,  1  5  Cents  per  line. 

Discounts  lor  time  or  space. 

L.  0.  MILLER,  W.  R.  FUNK,  Publisher 

Advertising  Department.  Dayton,  Ohio. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     255 


Leading  Agricultural  Publications  —  Continued. 

Western  States. 

Esti-      Pubs. 

MISSOURI. 

mated    one  t.                         Memorandum. 

Circ.       rate. 

Kansas  City. 

Home     Market     and     Stock- 

man                                        W 

4,800      .06 

Live  Stock  Indicator             W 

l8,000      .30 

Missouri     and     Kansas     Far- 

mer                                         M 

1  1  ,000    .  1  5 

Missouri  Valley  Farmer        W 

6,coo    .05 

St.  I/ouis. 

Journal  of  Agriculture           W 

39,000    .35 

Midland    Farmer 

25,000     .10 

Woman's  Farm  Journal         M 

75,000     .40 

Warsaw. 

Poultry  Topics                          M 

5,200    .07 

KANSAS. 

I/awrence. 

Rural  Home 

7,5oo    .05 

Topeka. 

Kansas  Farmer                        W 

23,000    .15 

NEBRASKA. 

Omaha. 

Hospodar  (Bohem.)            SM 

11,500    .04 

Nebraska  Farmer                    W 

30,000    .18 

South  Omaha. 

Drovers'    Journal    and   Stock- 

man                                         D 

4,000    .04 

SOUTH  DAKOTA. 

Aberdeen. 

Dakota  Farmer                      SM 

21,000      .15 

Sioux  Falls. 

Successful  Farmer                    M 

7,000    .10 

Richmond. 

Progressive  South 
Southern  Planter 


SOUTHERN  STATES. 

VIRGINIA. 


M 
M 


7,400    .10 
4,600    .11 


NORTH  CAROLINA. 
Raleigh. 

Progressive  Farmer  W       10,000     .10 


256     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


AND 

OKLAHOMA  CITY,  O.  T. 

Only  Agricultural  Paper  Devoted  to  the  Interests  of  the  Farmers  and 

the  Material  Resources  of  Oklahoma  and  Indian  Territory. 
The  most  extensive  Paid  in  Advance  Circulation  of  any  Publication 

in  the  Great  Southwest. 

The  Farmers  have  a  $50,000,000,00  purchasing  power  and  the 
Home,  Field  and  Forum,  Oklahoma's  Agricultural  Paper,  is 
the  one  great  medium  through  which  the  most  properous  of 
these  Farmers  can  be  reached. 

HOME,  FIELD  AND  FORUM  CO. 


NVoman's... 
Home   Companion 

Represents  the  best  element  in  high- class  journalism  for  women  and  the 
home.  With  its  more  than  a  million  and  a  quarter  readers,  going  into 
325,000  of  the  well-to-do  homes,  each  number  carrying  interesting  contri- 
butions of  good  literature  and  illustrations,  it  is  a  positive  force  among  its 
constituency. 

The  movement  of  the  WOMAN'S  HOME  COMPANION  is  rapid,  invincible 
and  permanent,  and  each  number  is  resplendent  with  vigor  of  thought  of 
celebrated  writers  and  artists,  and  is  a  welcome  visitor  to  a  constituency 
of  readers  of  peculiar  advantage  to  advertisers. 

CIRCULATION  GUARANTEED. 

THE  CROWELL  &  KIRKPATRICK  CO.,  Publishers, 

SPRINGFIELD,   OHIO.  ,529  Ma^te  Bldg. 


or  THE 

RURAL  PRESS 


P:» 


IB       S^Bv 

Wielding  mprej  **T  influence  among 
larger  constituency  „  A    than  any  other  < 

U  +OS    *    \  .   ^..  ..^ 

-cultural 


THE  FARM  AND  FIRESIDE  is  now  in  its  twenty-second  year,  enjoying  the 
fruition  of  years  of  patient  labor  in  making  it  an  ideal  publication  to 
interest  and  entertain,  not  only  the  farmer,  but  every  member  of  his 
family.     The  FARM  AND  FIRESIDE  is  issued  semi-monthly,  the  1st  and  15th. 
The  Eastern  edition  circulates  in  Ohio  and  all  states  east.     The  Western 
edition  circulates  in  Indiana  and  all  states  west.     Each  edition  has  about 
the  same  circulation,  half  of  the  total — 310,000 — with  every  indication  of 
it  being  much  in  excess  of  these  figures  during  1899. 

If  you  wish  the  patronage  of  more  than  310,000  well-to-do  farmers  and 
their  families,  your  advertisement  placed  in  the  FARM  AND  FIRESIDE  will 
secure  it.  For  mail  orders  it  has  no  superior — possibly  not  an  equal — 
among  the  Agricultural  Press.  Circulation  guaranteed. 


NEW  YORK 
108  Times  Bldg 


THE  CROWELL  &  KIRKPATRICK  CO.,  Publishers, 

SPRINGFIELD,  OHIO. 


CHICAGO 
1529  Marquette  Bldg. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    259 


Leading  Agricultural  Publications— 


Continued. 


Southern  States. 

GEORGIA. 

Athens. 

Southern  Farmer  M 
Atlanta. 

Plowboy    and    Country  Far- 
mer M 
Southern  Cultivator  M 

FLORIDA. 
De  I/and. 

Florida  Agriculturist  W 

Glenoak. 

South  Florida  Home  M 

Interlachen. 

Southern  Ruralist  M 

Jacksonville. 
Florida     Farmer     and     Fruit 
Grower  W 

ALABAMA. 

Anniston. 

Southern  Farm  Life  M 

TENNESSEE. 
Nashville. 

Southern  Stock  Farm 


SM 
KENTUCKY. 

W 


Lexington. 

Kentucky  Stock-  Farm 
I/ouisville. 

Farmers'  Home  Journal 
Home  and  Farm 


Esti-  Pubs, 
mated  one  t. 
Circ.  rate. 


22,OOO      .15 


19,000      .II 
28,000      .15 


3,000  .07 

2.250  .03 

5,800  .10 

5,200  .04 

3,500  .05 

8,000  .10 

7.500  .15 


W         I2,5OO      .12 

SM     100,000    .60 


Memorandum, 


SOUTHWESTERN  STATES, 


LOUISIANA. 

New  Orleans. 

Louisiana  Planter  and    Sugar 

Manufacturer  W        3,200    .10 

Sugar  Planters'  Journal         W        2,100     .10 
Louisiana     Weather      Journal 

and  Agriculturist  M         3,ooo     .10 

OKLAHOMA. 
Guthrie. 

Home,  Field  and  Forum       M        9,000    .10 
Woodward. 

Live  Stock  Inspector  M         2,800     .03 


260    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


ICKB 


PMAGAZ1N 


c/lsks  for  the  patronage 
of  the  cMail  Order  Adver- 
tiser upon  the  following 
grounds,  viz.: 


It  is  the  pioneer  floral  magazine  of  America  and  now  has  depart- 
ments of  Fruits,  Flowers  and  Vegetables,  also  Plant  and  Insect 
Life  for  Young  People. 

It  has  always  been  the  foremost  authority  in  the  western  world 
on  fruits,  flowers,  trees  and  gardening. 

Its  readers  are  legion,  and  extend  to  every  state  in  the  Union. 

Its  circulation  has  greatly  increased  in  the  past  year. 

Its  form  and  contents  will  be  immensely  improved  with  the 
coming  October  issue,  with  no  increase  in  advertising  rates. 

f^HF*  Beginning  with  October, Vick's  will  appear  in  regular  magazine 
size,  under  an  art  cover,  giving  32  handsomely  printed  and  illus- 
trated pages  of  reading  matter,  contributed  by  some  of  the  world's 
most  notable  writers — and  each  issue  will  contain  an  original  colored 
plate  of  rare  and  beautiful  flowers,  which  in  time  will  constitute  a 
most  valuable  and  interesting  art  portfolio— a  feature  that  is  bound 
to  add  to  the  already  great  popularity  of  the  magazine. 
Vick's  Magazine  is  not  connected  with  any  Seed  House  or  Nursery. 


a 


in 


For  Advertising  Rates  address  VICK  PUBLISHING  CO.,  Rochester,  N.  Y. 


^ 


ANNISTON,  ALA. 

A  Journal  of  Interest  to 
the  Farmer,  Horticultur- 
ist and  Stock  Raiser. 


Publication  in 
the  tftate  cf  Alabama 


Advertising  Rates  on  Application 


A  BRIGHT  MONTHLY 

DEVOTED   TO   THE 

Home,  Farm, 
Garden,  Orchard 
and  Forest 

circulating  among  the  best  farmers 
and  stockmen  of  the  great  and  thriv- 
ing Northwest. 

Advertising  rates  from  $1.50  to  $2 
per  inch  per  month,  according  to 
size  of  order. 


Farmer  Printing  Co.,  Sioux  Falls,  S.  D. 

H.  P.  ROBIE,  Editor. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    261 


Leading  Agricultural 

Publications  —  Continued. 

Southwestern  States. 

Esti- 

Pubs. 

TEXAS. 

mated 
Circ. 

°£^t.                         Memorandum. 

Amarillo. 

Live  Stock  Champion           W 

1,  6OO 

•03 

Dallas. 

Southern   Mercury   Farm.   All. 

W 

22,OOO 

.09 

Texas  Farm  and  Ranch         W 

38,000 

•30 

Texas  Farmer                           W 

29,OOO 

•30 

Texas  Stock  and   Farm  Jour- 

nal                                          W 

l6,OOO 

.IO 

San  Antonio. 

Texas     Stockman     and     Far- 

mer                                        W 

11,500 

.10 

NEW  MEXICO. 

I<as  Cruces. 

Southwestern    Farm    and    Or- 

chard                                      M 

2,OOO 

.03 

I/  as  Vegas. 

Stock  Grower  and  Farmer  W 

2,800 

•03 

ARIZONA. 

Phoenix. 

Southwestern  Stockman,   Far- 

mer and  Feeder                    W 

3,300 

•03 

ROCKY  MOUNTAIN  STATES, 


MONTANA. 

Helena. 

Montana   Stockman   and   Far- 
mer W        2,000    .05 

Miles  City. 

Stock  Growers'  Journal         W        2,000     .05 

Missoula. 

Montana  Fruit  Grower         W         1,200     .09 

White  Sulphur  Springs. 

Rocky     Mountain     Husband- 
man W        5,000     .05 

COLORADO. 
Denver. 

Field  and  Farm  W       12,600     .15 

Colorado  Poultry  Journal     M         2,800     .03 


262     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Statement  oi  circulation 
«l  THE  FARMER 


ST.  PAUL,  MINN. 


Number  of  copies  printed  from  January  1st  to 
May  15th,  1899,  inclusive  : 

32,000  Copies 

32,000 

34,000 

34,000 

35,000 

35,000 

35,250 

35,500 

...34,000 

34,000 


January    1st, 

"     *  15th, 

February  1st, 

15th, 
March       1st, 

15th, 
April          1st, 

15th, 
May  1st, 

15th, 
Number  of  copies  each  issue  for  first 

five  months 34,075 

Circulation  guaranteed  Jan.  1st,  '99,  30,000 
Excess  over  guarantee  each  issue 4,075 

I  $494.34  i 

v  Postage  Paid,  January  ^ 
V  to  May,  inclusive,  1899   V 

ffost  ©ffice,  St.  jpaul, 


RAMSEY  CO..  MINN. 


^J&*~&ua>*?-£ — f89& 
/?  / 


THE  FARMER 


ST.  PAUL,  MINN. 


1883 


THE 


1899 


American  Church 

Sunday  School 

Magazine 

The  only  periodical  of  the  kind 
published  in  the  interest  of  the 
Protestant  Episcopal  Church  in 
America.  Before  its  readers 
continually.  Advertising  rates 
reasonable.  Rate  Card  and 
Contract  Blank  on  application. 

Circulation  over  5,800. 


Published  Monthly  by 

The  Church  Magazine  Publishing  Co. 

GEO.  W.  JACOBS  &  Co.  c      UifVoorn-V,   Q«- 

Business  Managers  !°3    b'    fifteenth  bt. 

PHILADELPHIA 


Vttttttttttttttti-ttttttttJ 

\  RESULTS  COUNT  * 


Advertisers  who  use  the 
columns  of 


Tbe 

Eveijii)?  Lader 

get  them.  The  ONLY  EVEN- 
ING REPUBLICAN  PAPER 
in  Saginaw  County,  the  heart  of 
the  SUGAR  BEET  BELT  and 
COAL  FIELDS  of  Michigan. 
Bright,  Newsy,  Up-to-date,  and 
published  for  the  people  now  on 
earth. 

Subscribers  of  The  Saginaw 
Evening  Leader  spend  THOUS- 
ANDS OF  DOLLARS  annually 
for  the  comforts  of  life.  It  is  an 
excellent  medium  for  legitimate 
advertising. 

Advertising  Rates  will  be 
promptly  furnished  upon  appli- 
cation. ______ ___ 

F.  E.  Button,  Publisher,  Saginaw,  Mich 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    263 


Leading  Agricultural  Papers — Continued. 


PACIFIC  COAST  STATES. 


CALIFORNIA. 

Angeles. 

California  Cultivator  and  Poul- 
try Keeper  M 
San  Francisco. 
California  Fruit  Grower        W 
Pacific  Rural  Press                 W 


Esli-  Pubs, 
mated  one  t. 
rate. 


4,100    .05 


7,000 

8,200 


.15 
.08 


OREGON. 
Portland. 

North  Pacific  Rural  Spirit  W        5,000     .05 
Northwest  Pacific  Farmer    W        6,700     .03 

WASHINGTON. 

Tacoma. 

Northwest  Horticulturist,  Ag- 
riculturist and  Dairyman  M        3,000     .10 


Memorandum. 


DOMINION  OF  CANADA 


ONTARIO. 

Grimsby. 

Canadian  Horticulturist         M  4,200  .14 

I/ondon  and  Winnipeg. 

Farmers'  Advocate                SM  15,000  .30 

Toronto. 

Canadian   Poultry   Review    M  4,7°°  -°5 

Farming                                     M  8,000  .10 


PRINCE 

Sutnmerside. 

Island  Farmer 
Agriculturist 


EDWARD  ISLAND. 


W       4,200    .04 
W        5,500    .04 

QUEBEC. 

Montreal. 

Family    Herald   and   Star  and 

Practical  Agriculturist  W  87,000  .30 
Journal  of  Agriculture  M  6,900  .10 

Journal  d'  Agriculture 

(French)  M         46,000     .10 

MANITOBA. 
Winnipeg. 

Nor'-West  Farmer  M        6,500    .13 


264    ADVERTISING. 


J.  WALTER  THOMPSON  CO 


Sworn 


Monthly 
Circulation 


1,398,732 


A  most  magnificent  field  was  opened   for  the  general  advertiser  when  the  journals  comprising 

The  National  Fraternal  Press  Ass'n 

decided  to  accept  a  limited  amount  of  advertising  from  responsible  and  reputable  business  houses. 
The  fraternities  are  admitted  to  be  a  power  in  the  land  second  to  none.  Fully  one-fifth  of  the  entire 
population  of  this  country  is  directly  or  indirectly  interested  in  them.  Their  social  and  financial  im- 
portance it  would  be  difficult  to  over-estimate.  Aggressive  and  popular,  their  members  keep  in  close 
touch  with  them,  and  their  official  organs  are  the  media  through  which  they  reach  each  other.  They 
look  to  these  journals  as  do  the  Mahommedans  to  the  Koran  for  the  True  Faith. 

The  following:  schedule  gives  sworn  circulation  as  of  date  May  1,  1899: 


Sworn 
Circulation 

American  Benefit  Journal,The,Boston,Mass.    6,000 

A.  O.  U.  W.  Guide,  Bentonville,  Ark 1,800 

A.  O.  U.  W.  Guide,  The,  St.  Paul,  Minn 17,000 

A.  O.  U.  W.  Record,  The,  Denver,  Col 10,200 

Bi-Monthly  Guild,  Richmond,  Va 5,600 

Buckeye  Workman,  The,  Cleveland,  0 5,492 

California  A.  O.  U.  W.,  The,  San  Francisco,  22,000 

Canadian  Workman,  Orillia,  Ont 38,000 

Catholic  American,  The,  La  Porte,  Ind 2,000 

Catholic  Forester,  The,  Milwaukee,  Wis. . . .   70,837 

Chariot,  The,  Crawfordsville,  Ind 26,000 

Chosen  Friend,  The,  New  York 35,000 

Chronicle,  The,  Indianapolis,  Ind 58  000 

Court  of  Honor,  The,  Springfield,  111 46,000 

Dakota  Visitor,  The,  Sioux  Falls,  S.  D 11,000 

Delaware  Workman,  Dover,  Del 4,863 

Empire  State  Workman,  The,  Buffalo,  N.  Y.  29,000 

Fraternal  Aid,  Lawrence,  Kansas 24,000 

Fraternal  Army  Banner,  Taylorville,  111 10,000 

Fraternal  Guide,  The,  Newark,  N.  J 6,000 

Fraternal  Index,  The,  Detroit,  Mich 5,250 

F.  M.  C.  Recorder,  The,  Philadelphia,  Pa. . .  14,000 
Forester's  Advocate,  The,  San  Francisco. . . .  3,500 
Golden  Cross  Journal,  The,  Boston,  Mass.. .  11,500 
Golden  Rod  Workman,  The,  Norfolk,  Neb. .  32,426 

Helping  Hand,  The,  Topeka,  Kansas 10,000 

Home  Forum,  The,  Chicago,  111 65,000 

Hoosier  Watchman,  The,  Evansville,  Ind. . .  8,200 
Independent  Forester,  The,  Chicago,  111. ...  15,398 
Independent  Forester,  The,  Toronto,  Can.  .159,000 

I.  O.  H.  Advocate,  The,  Baltimore,  Md 48,000 

Iowa  Leg.  of  Hon.  Herald,  Montezuma,  la..  6,150 
Kentucky  Workman,  The,  Henderson,  Ky. .  4,000 

Knights  Review,  The,  Cincinnati,  0 12,780 

Lodge  Record,  The,  Watertown,  N.  Y 4,000 

L.  O.  R.  C.  News,  The,  Philadelphia,  Pa 4,710 

Loyal  Guard,  The,  Flint,  Mich 6,200 

Michigan  Herald,  The,  Belding,  Mich 5,500 

Modern  Brotherhood,  The,  Cedar  Rapids,  la.  25,000 
Modernograph,  The,  Denver,  Col 10,000 


Sworn 
Circulation 

Monthly  Tidings,  The,  Omaha,  Neb  ........  12,500 

Mutual  Protective  League,  Litchfield,  Conn.  10,000 
Mystic  Worker,  The,  Fulton,  111  .............  12,000 

National  Union,  Toledo,  0  ...................  50,000 

N.  E.  O.  P.  Journal,  Boston,  Mass  ..........      4,000 

New  England  Anchor  &  Shield,  The,  Boston  17,500 
No.  Dak.  Workman,  The,  Grand  Forks,  N.  D.     7,000 
Oklahoma  Workman,  Stillwater,  Ok  ........     1,800 

Oregon  Reporter,  The,  Portland,  Ore  .......     8,000 

Oregon  Woodman,  The,  Dallas,  Ore..  .  .  .....     3,000 

Our  Home,  Boston,  Mass  ....................     7,700 

Our  Order,  Quincy,  111  .......................     6,500 

Overseer,  The,  St.  Louis,  Mo  ................  21,481 

Parlor  and  Lodge,  The,  Union,  N.  J  .........  10,025 

Pathfinder,  The,  Akron,  0  ...................     9,500 

P.  H.  C.  Gazette,  The,  Sharon,  Pa  ..........     28,000 

Ritual,  The,  Kansas  City,  Mo  ...............     5,120 

Royal  Arcanum  Courier,  The,  Cincinnati,  O.    2,500 
Royal  Templar,  The,  Buffalo,  N.  Y  ..........     20,000 

Royal  Woodman,  Omaha,  Neb  ..............    9,000 

Sample  Case,  The,  Columbus,  0  .............  10,100 

Select  Friend,  The,  Lawrence,  Kansas  ......     5,000 

Seven  Links,  The,  San  Francisco,  Cal  .......     3,000 

Shield  of  Hon.  Advocate,  The,  Philadelphia,    4,000 
Sovereign  Visitor,  The,  Omaha,  Neb  ........  115,000 

Triple  Link,  The,  Springfield,  Mo  ............     2,500 

Washington  Workman,  The,  Seattle,  Wash. 

Western   Knights  Advocate,  The,   St. 

Charles,  Minn  ..................  ........... 

Wisconsin  Workman,  The,  Sauk  City,  Wis.  . 
Yeoman's  Shield,  The,  Des  Moines,  Iowa.  .  . 


7,800 

5,000 
8,900 
.  .  .  12,000 

1,298,232 


Ladies'  Papers  Exclusively. 


71.  Ladies  Review,  The,  Port  Huron,  Mich  ......  44,000 

72.  Lady  Maccabee,  The,  Ann  Arbor,  Mich  .....  44,000 

73.  Western    Woodman    and    Royal  Neighbor, 

Beloit,    Kansas  .........................  .  .  .  12,500 

Total  Circulation.  ..  .     1,398,732 


Advertisers  can  make  time  contracts  on  the  basis  of  present  circulation  at  a  rate  based  on  the 
length  of  time  specified  by  the  contract.  In  this  way  they  get  the  benefit  of  increased  circulation 
without  increased  cost.  At  expiration  of  contracts  the  cost  will  be  advanced  to  harmonize  with  the 
circulation  at  that  time. 

Affidavits  as  to  circulation  will  be  exhibited  upon  the  request  of  persons  entitled  to  see  them. 
Detailed  statements  showing  territory  reached,  circulation  by  States,  etc.,  furnished  on  application. 

For  further  information  and  contract  rates  address 
GEO.  S.  KRANTZ,  M.  F.  VAN  BUSKIRK, 

Special  Representative,  Manager  Bureau  of  Advertising:, 

102  W.  14th  St.,  New  York.  39  State  St.,  Rochester,  N.  Y. 


FRATERNAL 

••r"-v  Mjcoy  po*»  ctxsxy 

PUBLICATIONS 


Reaching    Secret    Societies. 


A  limited  amount  of  advertising  is  admitted  in  these  aggressive  and  popular 
publications.  The  fraternities  are  a  power  in  the  land,  and  each  of  these  forty  journals 
of  10,000  circulation  and  over  are  the  authority  in  each  case.  They  are  highly 
recommended  and  endorsed  by  those  who  have  used  them  as  profitable  advertising 
mediums.  Special  figures  for  part  or  all  of  the  list. 


A.    O.   U.   W.    Guide,    The,    St. 
Paul,  Minn., 

A.  O.  U.  W.  Record,  The,  Den- 
ver, Colo., 

Canadian      Workman,      Orillia, 
Ont, 

California  A.    O.    U.    W.,    The, 
San  Francisco,  Cal., 

Chariot,     The,     Crawfordsville, 
Ind., 

Catholic  Forester,  The,  Milwau- 
kee, Wis., 

Court  of  Honor,    The,    Spring- 
field, 111., 

Chronicle,     The,      Indianapolis, 
Ind., 

Chosen  Friend,  The,  New  York, 

Dakota     Visitor,     The,     Sioux 
Falls,  S.  D., 

Empire    State    Workman,    The, 
Buffalo,  N.  Y., 

Fraternal  Aid,  Lawrence,  Kan., 

Fraternal  Army  Banner,  Taylor- 
ville,  111., 

F.  M.  C.  Recorder,  The,  Phila- 
delphia, Pa., 

Golden     Cross     Journal.     The, 
Boston,   Mass., 

Golden     Rod    Workman,     The, 
Norfolk,  Neb., 

Helping    Hand,    The,    Topeka, 
Kan., 


Esti- 
mated 
Circ. 


17,000 
10,200 
38,000 
22,000 
25,000 
67.780 
46,000 
58,000 

35,ooo 
11,000 

29,000 
18,300 

10,000 
14,000 
11,500 
31,100 

10,000 


Memorandum. 


When  the  blood  of  business  is  slack,  a  telling  advertisement  will  quicken  the  flow. 


266    ADVERTISING. 


J.  WALTER  THOMPSON  CO, 


NUMBKR  OF  MEMBERS    l»t  MAY.,  1899 

148,485 

•OR 

$3,355,454.87 


Vol.  XIX.          Toronto.  Oni,  June  15.  1899.         Number  1 2 


$he  independent  forester 


CIRCULATION 
SPRING,  1899 


1 
1 


and  steadily  increasing.  Well  distributed  throughout  the  Northern 
half  of  the  United  States  and  Canada.  Gain  in  1898,  25,000.  Affi- 
davit of  circulation  sent  to  each  advertiser  every  month. 

Advertisers  know  just  what  they  are  getting.  Full  investigation 
of  this  publication  and  trial  orders  solicited.  We  know  the  results 
will  be  satisfactory.  Rates  very  low. 


$ecrge  6.  ftrantz, 


FORESTER  ADVERTISING  BUREAU 
Port  Huron,  Mich. 


102  W.  14th  Street,  New  York 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    267 


Fraternal  Publications — Continued. 


Esti- 
mated 
Circ. 

Home     Forum,    The,    Chicago, 

111..  65,000 

Independent  Forester,  The,  To- 
ronto, Can.,  154,000 

Independent  Forester,  The,  Chi- 
cago, 111.,  15,398 

I.  O.  H.  Advocate,  The,  Balti- 
more, Md.,  46,000 

Knights     of     Honor     Reporter, 
Boston,  Mass.,  45,ooo 

Knights    Review,    The,    Cincin- 
nati, O.,  12,300 

Modern       Brotherhood,       The, 

Cedar  Rapids,  la.,  22,000 

Modernograph,     The,     Denver, 

Colo.,  10,000 

Monthly  Tidings,  The,  Omaha, 

Neb.,  12,500 

Mutual        Protective        League, 

Litchfield,  111.,  10,000 

Mystic  Worker,  The,  Fulton,  111.,    12,000 
National  Union,  Toledo,  O.,          50,000 

New      England     Anchor      and 

Shield,  The,  Boston,  Mass.,         17,500 

Odd   Fellow   Review,   St.    Paul, 

Minn.,  20,000 

Overseer,  The,  St.  Louis,  Mo.,      21,500 

Parlor  and  Lodge,  The,  Union, 

N.  J.,  10,025 

P.  H.  C.  Gazette,  The,  Sharon, 

Pa.,  28,000 

Royal    Templar,    The,    Buffalo, 

N.  Y.  55,000 

Sovereign  Visitor,  The,  Omaha, 

Neb.,  115,000 

Yeoman's     Shield,     The,      Des 

Moines,  la.,  10,000 

LADIES'  PAPERS  EXCLUSIVELY. 

Lady   Maccabee,  The,  Ann  Ar- 
bor,  Mich.,  41,000 

Ladies'  Review,  The,  Port  Hu- 
ron, Mich.,  46,000 

Western   Woodman   and    Royal 

Neighbor,  Beloit,  Kan.,  12,500 


Memorandum, 


268     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


Advertising 
Middle  West 


IN  THE 


"OUR  FIELD" 


1  500  Local  Newspapers 

For  Catalogue,  address 

CHICAGO  NEWSPAPER  UNION 

10  Spruce  Street,          -    -     New  York 
87  South  Jefferson  Street,  Chicago,  111. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     269 


Co-operative  Lists. 


VILLAGE  NEWSPAPERS. 


There  are  over  eight  thousand  newspapers  published  on  the  co-operative  plan; 
and  for  some  advertisers  we  believe  them  to  be  excellent  mediums.  We  can  give  very 
low  rates  on  combination,  long  time  or  large  space. 

What  are  co-operative  lists  ?  For  the  information  of  such  persons  as  are  not 
acquainted  with  this  method  of  advertising,  it  may  be  stated  that  in  the  leading  cities 
mentioned  there  are  large  printing  establishments  controlled  by  unions  or  companies 
engaged  in  supplying  newspaper  publishers  with  partly  printed  sheets;  that  is,  printed 
on  one  side  with  general  news  and  miscellaneous  matter,  and  then  sent  with  one  side 
printed  and  one  side  blank  to  the  publishers,  who  print  their  editorials  and  local  news 
on  the  blank  side  and  thus  complete  the  papers. 

On  account  of  the  superior  facilities  of  the  supplying  establishments  for  obtain- 
ing and  preparing  reading  matter,  the  papers  printed  on  this  plan  combine  the  best 
features  of  first-class  city  weeklies,  with  the  home  news  that  renders  the  local  paper  of 
increased  interest  to  its  subscribers. 

The  supplying  establishments,  or  newspaper  unions,  reserve  the  right  to  insert 
two  or  three  columns  of  advertisements  on  the  side  of  the  papers  which  they  print,  and 
as  it  is  not  necessary  to  set  up  the  advertisement  for  each  paper,  the  same  type  being 
used  for  many  papers,  a  great  saving  is  made  in  the  cost  of  typesetting,  of  which  the 
advertiser  secures  the  benefit.  For  reaching  the  smaller  towns  and  villages,  these  are 
good  mediums.  Discounts  for  time  or  space.  Special  figures  and  catalogues  furnished 
on  application.  Special  designs  for  ads.  set,  and  proof  shown  before  insertion. 


Atlantic  Coast  I,ist. 

New  York  Newspaper  Union, 
Union  Printing  List, 
New  England  Newspaper  Union 
Philadelphia  Newspaper  Union, 
Pittsburg  Newspaper  Union, 
Baltimore  Newspaper  Union, 
Southern  Newspaper  Union, 
Atlanta  Newspaper  Union, 
American  Newspaper  Union 
Vicksburg  Newspaper  Union 


Pubs. 

No.  of 

line 

Papers. 

rate. 

225 

$1.15 

H5 

•55 

130 

•65 

95 

•50 

200 

I.OO 

140 

.70 

140 

.70 

225 

i.iS 

130 

.65 

130 

•65 

Memorandum. 


1,530        770 


270    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


MECKES. 

Dftkauf 


DAILY        SUNDAY      and      WEEKLY 
24,300          18,900  7,025 


The  German  population  of  this 
county  is  240,000.  We  reach  them  all, 
at  home  and  in  their  own  language. 


It  is  a  paying  medium  for  advertisers. 


THE  GERMAN  CONSOLIDATED 


NEWSPAPER  CO.     .    .  Cleveland,©. 


The  Bailey 

14S2  bis  13O  Ontfxr-io  S 


^^..^  g^Sl^^rijj'-  ::;m?^'~ 

Sfi  vrBJscsli  "K.Mr-rr..-,*1""-^  biss-tflffi^"' "'"•;: 
Li  UA^^tf&a.SlhTrW 


Weekly   Established 
1818 


Daily   Established 
1884 


GAZETTE 

Pekw&re,  Obio 
fi 

|F|«]ELAWARE  is  the  geographical  center  of  the 
||PJ[  State  of  Ohio.  It  is  the  seat  of  the  Ohio 
Wesleyan  University  —  the  great  Methodist 
College  of  the  Middle-West.  A  large  number  of 
families  of  means  are  attracted  as  residents  by  the 
educational  advantages  thus  afforded,  and  the  inhabi- 
tants generally  are  thrifty  and  prosperous.  Delaware 
County  is  made  up  of  fertile  agricultural  lands, 
peopled  by  unusually  intelligent  and  well-to-do 
farmers.  These  are  just  the  kind  of  people  advertis- 
ers desire  to  reach.  The  Gazette  covers  the  whole 
field— Daily  the  city  and  Semi-Weekly  the  county. 

Population  of  county    30,000;    City,   10,000. 

Advertising  Rates  Reasonable. 

J.  WALTER  THOMPSON  CO.,  Agents 

H.  C.  THOMSON,  Publisher 


WESTERN  RESERVE  CHRONH 


character  and  quantity 
of  circulation. 


The  CHRONICLE  is  the  only 
Newspaper  in  Trumbull  Co.,  0. 

that  has  a  paid-up  circulation,  which  fact 
shows  that  its  readers  constitute  the  real 
purchasing  element,  and  that  the  paper  is 
the  Popular  People's  Paper.  Circulation 
guaranteed  by  sworn  statement. 

Ask  for  advertising  rates.   WM.  RITKZKL  &  Co., 
Editors  and  Proprietors. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     271 


Co-operative  Lists — Continued. 


Pubs. 

Chicago  Newspaper  Union. 

No.  of         line 
Papers.      rate. 

Chicago  Newspaper  Union  List, 

449       $2.50 

Standard                           " 

105          .75 

Fort  Wayne      " 

193        ^-25 

Sioux  City 

220           1.25 

Milwaukee 

126          .75 

Wisconsin  Publishers'  Union  Lis 

t    56          .40 

Indiana  Newspaper  Union  List, 

ioo          .75 

Sioux     City     Independent    Unioi 

i 

List, 

186        1.25 

Nebraska  Newspaper  Union  List, 

69         .50 

1,504        9.40 

A.  N.  Kellogg  Co.'s  I/ist. 

Chicago        List, 

339        2.25 

St.    Louis 

361         2.25 

Cleveland       " 

173          -25 

Kansas  City  " 

262          .50 

Cincinnati       " 

189          .25 

Memphis        " 

266          .50 

Minneapolis   " 

212             .25 

Wichita 

72             -50 

Little  Rock    " 

H4          -75 

1,988      12.50 

Western  Newspaper  Union. 

Chicago           List, 

280          .50 

Des  Moines       " 

290          ."50 

Detroit 

180         .25 

Denver 

158         .25 

Dallas                 " 

250         .50 

Houston 

103          -75 

Kansas  City 

242          .50 

Lincoln 

192          .25 

Omaha 

192          .25 

St.  Louis 

130        1.30 

Salt  Lake  City  " 

82          .50 

Wichita 

230        1.50 

St.   Paul 

230        1.50 

Sioux  Falls 

103          75 

Fargo 

9i          -75 

2,7*3       17-75 

Northern  Newspaper  Union. 

Portland  List, 

109           .60 

Spokane      " 

67           .40 

San  Francisco  Union. 

San  Francisco  List, 

109           .60 

Memorandum. 


272     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


FAH1LIAR  TALKS.          :";;•;,,  7;.":,  TUBERCULIN. 


22,750 


The  Only  Distinctively 

New  England 
Agricultural  Paper. 


fteaekes  all  the 
Well°t6°d6  farmers 

and 

tfteekraisers  in 
and  the 
$reat  tfeuthwest 


it  ! 


$an 


EDUCATIONAL  PUBLICATIONS 


Feachers  and  Officials 


Here  is  a  representative  and  unique  list  of  publications  which  reach  a  special 
class  as  nothing  else  can  do  in  a  very  concentrated  form. 

It  will  be  conceded  that  the  school  officials  and  teachers  are  of  a  very  high 
grade  class  of  the  community.  The  trade  of  this  enormous  army  is  worth  seeking, 
and  it  can  be  done  easily  by  using  this  entire  list.  Anything  that  appeals  to  bright 
people  ought  to  bring  good  returns  if  properly  advertised  here. 

Circulations  are  estimated  from  best  conservative  sources  and  are  believed  to 
be  substantially  correct. 

These  educational  papers  are  as  a  rule  overlooked  by  the  general  advertiser, 
and  we  believe  that  it  is  a  fruitful  field.  Special  discounts  are  made  for  time  and 
space.  Estimates  of  cost  furnished. 


ALABAMA. 


Esti-  Pubs, 
mated  inch 
Circ.  rate. 


Birmingham. 

Educational   Exchange 


M 


2,100  1.50 

CALIFORNIA. 

San  Francisco. 

Western  Journal  of  Education 

M        5,000  1.50 

COLORADO. 

Denver. 

Colorado  School  Journal      M        1,600  1.50 

CONNECTICUT. 

Meriden. 

Connecticut  School  Journal  W        6,000  i.oo 

DELAWARE. 
Newark. 

Educational  News  SM        4,600  i.oo 

FLORIDA. 

Jacksonville. 

Florida  School  Exponent     M         1,450  i.oo 

GEORGIA. 

Atlanta. 

Georgia  Teacher  M         1,250  i.oo 

Southern  Educational  Journal 

M        2,400  1.50 

ILLINOIS. 

Bloomington. 

Public-School  Journal  M  11,000  3.00 

Chicago. 

Child-Study  Monthly  M  5,000  2.00 

Kindergarten  Magazine  M  4,000  4.20 

School  Review  M  2,500  2.50 


Cemorandum. 


274    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


American 
Farmer 


INDIANAPOLIS,  IND. 


Popular 
Farming  ^Paper 
of  the 
Central  West 


AMERICAN    FARMER    COMPANY 

Indianapolis,  Ind. 

Hon.  J.  H.  BRIGHAM,  President 

SOLON  L.  GOODE,  General  Manager 


Sunday  School 


A  MONTHLY  MAGAZINE 

DEVOTED  TO  THE  INTERESTS  OF 

Universalist  Sunday 


k 

fe 

£ 

School  Teaching.  L 


This  magazine  reaches  the  officers 
and  working  force  of  practically 
every  Universalist  Sunday  School 
from  Maine  to  California. 

BOSTON 
UNIVERSALIST  PUB.   HOUSE 

CHICAGO  4 

rr-?r"?rr£ 


fc 


.JEexas  Stock  anb  tfatm  Journal 


(^ttas  the  Largest 
Guaranteed 
Circulation 


of  any 
I  Agricultural 
Paper  in  TEXAS. 


It  goes  to  thrifty  people  and 
brings  results  to   advertisers. 

THE  GEO.  B.  LOVING  CO.,  Publishers, 
Dallas,  Ft.  Worth  and  San  Antonio. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    275 


Educational  P  ublications  —  Continued. 

Esti-     Pubs. 

ILLINOIS-Continued. 

mated     inch                             Memorandum. 

Circ.      rate. 

CHICAGO—  Continued. 

1 

Self  Culture                              M 

75,000  7-co 

Teacher  and  Student              M 

2,000  1.50 

Moline. 

Practical  Age                           M 

2,100  1.50 

Oak  Park. 

Intelligence                            SM 

11,200   1.25 

Taylorville. 

School    News    and    Practical 

Educator                               M 

l6,70O  2.OO 

INDIANA. 

Indianapolis. 

Indiana  School  Journal        M 

6,500   1.50 

Terre  Haute. 

Inland  Educator                      M 

8,500  2.50 

IOWA. 

Cedar  Rapids. 

Western  Penman                     M 

17,750   1-75 

Charles  City. 

Iowa  Teacher                          M 

I4,OOO   I.4O 

Des  Moines. 

Midland  Schools                     M 

3,2OO  2.OO 

Dubuque. 

Iowa  Normal  Monthly          M 

4,200  2.OO 

Mason  City. 

Practical  Education                M 

I,OOO    I.OO 

KANSAS. 

Ottawa. 

Ottawa  Chautauqua  Assembly 

Herald                                   M 

3,000  1.25 

Topeka. 

Western  School  Journal        M 

8,OOO  2.10 

KENTUCKY. 

I/exingfton. 

Lexington  Southern  School 

W 

6,000  1.50 

MASSACHUSETTS. 

Boston. 

Journal  of  Education             W 

16,000  1.75 

American  Primary  Teacher 

M 

38,000  3.00 

Education                                 M 

3,5OO  2.OO 

Germania  (German)                M 

6,OOO  2.0O 

Popular  Educator                   M 

65,OOO  4.20 

Primary  Education                 M 

40,000  3.50 

Springfield. 

Kindergarten  Review             M 

5,000  1.25 

276    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


ALWAYS  A  MONEY-MAKER  FOR  THE  ADVERTISER 

BECAUSE  it  reaches  every  College,  Club,  Asylum  and  In-  . 
stitution  in  the  Catholic  Church  throughout  the  United  States. 

outh  Dakota 

HAS     4,500    TEACHERS. 

The  South  Dakota  Educator 

goes  to  3,000  regularly  each  month 
and  to  EVERY  ONE  occasionally.  We 
have  a  fine  advertising  patronage,  be- 
cause some  advertisers  know  good  re- 
sults when  they  get  them,  and  they 
get  them  from  the  Educator's  advertis- 
ing. Write  us  for  rates.  Address 


HARRY    L.  BRAS, 


MITCHELL,  S.  D. 


Editor. 


Daily  Globe 

FALL  RIVER,  MASS. 

Has  the  largest  circulation  of 

any  paper  in  Fall  River. 

Our  Press  Rooms  are  open  to  advertisers 
at  all  times  to  prove  our  assertions. 
When  circulation  is  considered  the 
Globe's  Advertising  Rates  are  the  lowest. 
One  price  only.  Rate  card  cheerfully 
furnished. 


AN    HONEST    CIRCULATION 

A    PROGRESSIVE    CONSTITUENCY. 


The  Midland  Farmer 

SEMI-MONTHLY.       ST.  LOUIS,  MO. 

<will  bring  satisfactory  returns  to 
Agricultural  Advertisers  who  want 
to  reach  the  Farmers  and  Stock- 
men of  the  Mississippi  Valley.  <£ 

Sample  copy  Free.       circulation,  25,000. 
Rates,  10  cents  per  Agate  line. 

W    M.  BARNUM,  Publisher 


Rocky  Mountain 
Husbandman 


[fSlSTABLISHED  November  25, 
1LHI  1875.  The  father  of  agricul- 
ture in  Montana. 

IfqlEACHES  more  farmers  than 
Ilijl  any  other  paper  in  Montana 
and  adjoining  States. 

White  Sulphur  Springs,  Montana 


The  Most  Powerful 

Educational 

Journal 

of  Modern 

Times 


wm.  Geo.  Bruce 

Publisher 
NEW  YORK 
CHICAGO 

MILWAUKEE 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     277 


Educational  Publications —  Continued. 


MICHIGAN. 

Detroit. 

Pernin's  Stenographer  M 

Business  World  BM 

realising. 

Michigan    School    Moderator 
SM 

MINNESOTA. 

Minneapolis. 

School  Education  M 

MISSOURI. 
Jefferson  City. 

Missouri  School  Journal       M 
St.  I/ouis. 

American   Journal    of    Educa- 
tion W 
American  School  and  College 


Esti-  Pubs, 
mated  inch 
Circ.  rate. 


2.600    I.5O 
3,000   2.00 


5-500  3.50 

8,500  I.5O 

6,OOO  1.50 

22,000  1.68 

2,000  1.50 


Memorandum. 


Journal 

NEBRASKA. 

I/incoln. 

North-Western  Monthly        M        4,000  2.00 

Omaha. 

Shorthand  World  (Stenog.)  M        2,100  1.50 

NEW  YORK. 

Brooklyn. 

Shorthand  Educator  M  2,000  1.50 

Teacher  M  5,000  2.co 
Buffalo. 

Educator  M  25,000  2.10 
Dansville. 

Normal  Instructor  M  100,000  5.60 
New  York. 

School    (School   Interests)  W  7,500  2.80 

School  Journal  W  21,000  2.80 

Educational  Review  M  5,000  3.50 
Illustrated            Phonographic 

World  M  79,000  4.00 
New  Education  M  3,000  3.00 
Penman's  Art  Journal  M  15,454  2-8o 
Primary  School  M  21,000  4.20 
School  W  10,000  2.80 
Students'  Journal  (Phono.)  M  3,000  3.50 
Teachers'  Institute  and  Prac- 
tical Teacher  M  46,000  5.60 
Teachers'  World  M  50,000  2.80 
Werner's  Magazine  (Voice 

Cult.)  M  10,000  2.00 


278     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


AMERICA'S   LEADING   DAILY  FINANCIAL 
NEWSPAPER 


laitg  Journal  of  ^finance. 

EVERY  MORNING,  EXCEPT  SUNDAYS  AND  HOLIDAYS 


SUBSCRIPTION  : 

New  York  City  Subscribers,  per  year, 
Out-of-Town  Subscribers,  per  year, 


$5.00 
3.00 


WM.  F.  JONES,  Publisher,  73  Broad  Street,  New  York 


Educational  Gazette 


ENLARGED        IMPROVED        UNRIVALED 

Number  1,  Volume  XVI 

WILL  OPEN  WITH  THE  SEPTEMBER  ISSUE  IN  A 
NEW  FORM  AND  NEW  DRESS. 

Its  fifty-two  pages  will  be  filled  with  the  very 
choicest  material.    The  methods  will  be  from 
the  pens  of  the  strongest  contributors  in  the 
educational  field;  and  in  the  advertising  department 
only  reputable  firms  will  be  admitted. 

These  facts,  combined  with  its  elegance  in  style 
appearance,  its  large  list  of  intelligent  readers,  am 
tensive  field  of  circulation,  should  make  this  magazine  to  adver- 
tisers what  it  is  in  reality : 

The  best  educational  magazine  ever  offered  at  $1.00  a  year. 

EDUCATIONAL  GAZETTE  PUBLISHING  COMPANY 

ROCHESTER,   N.  Y. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    279 


Educational  Publications  —  Continued. 

Esti-      Pubs. 
NEW  YORK—  Continued.    ^^     JIJ'J                             Memorandum. 

Rochester. 

Educational  Gazette               M       18,000  2.00 

Rome. 

Deaf  Mutes'  Register            W        1,100  i.oo 

Syracuse. 

School     Bulletin      and      New 
York      State       Educational 
Journal                                    M         1,500  2.00 

OHIO. 

Ada. 

University  Herald                  W        1.250  i.oo 

Cambridge. 

Ohio  Teacher                          M         1,900  i.oo 

Cincinnati. 

Phonographic  Magazine     SM        4,000  1.40 

Columbus. 

Ohio  Educational  Monthly   M        3,600  1.50 

OKLAHOMA. 

Norman. 

Oklahoma  School  Herald     M        1,600  2.00 

PENNSYLVANIA. 

Allentown. 

National  Educator               SM        3,400  1.50 

Edinboro. 

Educational  Independent      M      25,000  1.12 

Harrisburg. 

School  Gazette                     BW        5,000     .45 

I/ancaster. 

Pennsylvania    School    Journal 
M        7,000  1.50 
Meadville. 

Chautauquan                             M       67,000  7.00 

Philadelphia. 

Teacher                                     M        5,ooo  2.00 

SOUTH  DAKOTA. 

Mitchell. 

South  Dakota  Educator         M        3,000  i.oo 

TENNESSEE. 

Nashville. 

Tennessee  School  Journal    M         1,600  1.50 

280     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


TEACHERS 
WORLD 


A  JOURNAL  OF  METHODS  AIDS  AND  DEVICES 


Paid  in 

Teachers 

Salaries 

in  the 

United 

States 

Every 

Three 

Months. 


The  Teachers'  World 


taps  a  large  percentage  of  this  fund. 
Reaches  50  000  teachers.  Rates  very 
reasonable.  A  splendid  mail  order 
medium,  as  it  goes  to  out  of  town 
teachers  in  the  main. 

Be  sure  and  try  it  at  least.  It  is  ten 
years  old,  and  circulation  is  increasing. 
Send  for  sample. 


BEMIS  PUBLISHING  CO.,  13  Astor  Place,  New  York, 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    281 


Educational  Publications —  Continued. 


TEXAS. 

Austin. 

Texas  School  Journal  M 

Waco. 

Guardian  M 


Esti-  Pubs, 
mated  inch 
Circ.  rate. 


3,000  1.25 

7,800  3.00 


Richmond. 

Virginia  School  Journal 


VIRGINIA. 

M        4,250  2.00 

WASHINGTON. 
Olympia. 

Northwest    Journal    of    Edu- 
cation M        2,250  i. oo 

WEST  VIRGINIA. 

Charleston. 

West  Virginia    School    Jour- 
nal M 


4,200  i.oo 


Madison. 


WISCONSIN. 


3,600  2.50 


Wisconsin  Journal   of  Educa- 
tion M 
Milwaukee. 

American  School  Board  Jour- 
nal M       45,000  2.80 
Mind  and  Body  (Phys.  Educ.) 

M        2,200  1.50 
Western  Teacher  M       10,000  2.00 

NEW  BRUNSWICK. 

St.  John. 

Educational  Review  M        2,000  i.oo 

ONTARIO. 

Toronto. 

Canada    Educational    Monthly 

M         i, 800  i.oo 
Canadian  Teacher  SM        5,750  1.75 

QUEBEC. 
Montreal. 

Educational  Record  M         i,?oo  i.oo 

Journal  de  1'Instruction   Pub- 

lique  (French)  M         1,300  i.oo 


Memorandum. 


282     ADVERTISING. 


J.  WALTER  THOMPSON  CO 


ESTABLISHED   1845 


Advertising  Rates 

Per  Line,  Agate  Measure 

4  times  . 
8  times  . 
13  times  . 
26  times  . 
39  times  . 
52  times  . 
500  lines.. 
1,000  lines.. 
1,500  lines.. 
2,000  lines.. 
3,000  lines.. 

25  cents 
22  cents 
20  cents 
18  cents 
16  cents 
15  cents 
20  cents 
18%  cents 
18  cents 
16  cents 
15  cents 

Reading  Notice 
50  cents  per 

s,  Leaded  Agate, 
ine,  each  time. 

A  live  weekly  of  over  27,000 
circulation  in  the  Hoosier 
State  and  those  adjoining. 

Send  for  Sample  Copy. 

THE   INDIANA   FARMER    CO. 

INDIANAPOLIS,  IND. 


7,000  Farm  Homes 

in  KANSAS  and  MISSOURI 

With  35,000  Readers 

will  be  reached  by  YOUR  ADVERTISEMENTS  in 

^kA 

°e*$>>'  •   nir  r**&** 

^^•/V 

Rural  pome 

LAWRENCE,  KANSAS 


^7 


CIRCULATION, 
BOOKS   OPEN    TO    ADVERTISERS. 

Advertising  rates,  5  cents  per  Agate  line. 

This  paper  covers  the  richest  agricultural  region 
in  the  United  States,  and  at  present  rate  of  increase 
will  have  over  10,000  subscribers  by  Jan.  1,  1900. 


Skordemannen 


(The  Harvester) 


It  is  a  perfect  Klondyke 
for  advertisers,  as  it  is 
the  only  Scandinavian 
Farm  Paper  published  in 
America,  and  has  a  large 
circulation.  Printed  on 
fine  paper  and  illustrated. 


SKORDEMANNEN  PUB. 
CO.  j*j*j*  Minneapolis,  Minn. 


TI)e 

MEDICAL  PUBLICATIONS 


Reaching  a  class  of  practitioners  whose  means  will  warrant  their  being  con- 
sidered a  good,  thrifty,  purchasing  class,  worthy  of  being  sought  by  general  as  well  as 
special  advertisers. 

A  Representative  List  of  the  Medical  and  Surgical  Publications  of 
the  United  States  and  Canada. 


M 


CALIFORNIA. 

Los  Angeles. 

Southern  California  Practi- 
tioner 

Sacramento. 

Occidental  Medical  Times 

San  Francisco. 

Pacific  Medical  Journal 

Pacific  Record  of  Medicine 
and  Surgery 

CONNECTICUT. 
D anbury. 

New       England        Medical 

Monthly  and  Prescription    M 
Journal  of  Inebriety  Q 


Esti- 
mated 
Circ. 


M    1, 600 


1,000 


M   2,450 
M   6,250 


20,OOO 

500 


DISTRICT  OF  COLUMBIA. 

Washington. 

National  Medical  Review         M      2,000 

GEORGIA. 
Atlanta. 

Georgia  Eclectic  Medical 
Journal  M  1,500 

Medical  and  Surgical  Jour- 
nal M  1,500 

Southern  Medical   Record'      M       2,000 

ILLINOIS. 
Chicago. 

Journal     of    the     American 

Medical  Association  W  8,500 
Alkaloidal  Clinic  M  15,000 
Clinique  M  2,000 
Hahnemannian  Advocate  M  1,450 
Medical  Era  M  3,200 
Medical  Standard  M  7,500 
Medical  Times  M  3,500 
Medical  Visitor  M  2,000 
North  American  Practi- 
tioner M  4,000 


Memorandum. 


284     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


FARM  NEWS 


jamaru 


A  Bright  Agricultural  Monthly 
of  the  right  sort 


Esteemed  by  both  Subscribers  and  Advertisers  ;  the  former  because  of  its 
Quality,  and  the  latter  for  the  Cash  Returns  it  brings. 


Circulation 


for 


of   over 


100,000 


Contracts  made  on  basis  of  Proved  Circulation,  either 
through  any  reliable  agency  or  direct. 

The  Garver  Publishing  Company,  Springfield,  Ohio 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     285 


Leading  Medical  Publications  —  Continued. 

Esti- 

INDIANA. 

mated                                       Memorandum. 
Circ. 

Fort  Wayne. 

Medical  Magazine                      M 

2,000 

Indianapolis. 

Indiana    Medical   Journal         M 

2,500 

Medical  Free  Press                    M 

2,000 

New  Albany. 

Medical  Herald                          M 

5-333 

KANSAS. 

Fort  Scott. 

Western  Medical  Journal         M 

1,000 

Topeka. 

Kansas  Medical  Journal           W 

1,500 

KENTUCKY. 

I/ouisville. 

American    Practitioner    and 

News                                   Bi-W 

2,000 

Medical  Monthly                        M 

5,000 

Medical    Progress                       M 

5,330 

LOUISIANA. 

New  Orleans. 

Medical  and  Surgical  Jour- 

nal                                              M 

2,000 

MAINE. 

Portland. 

Journal    of     Medicine     and 

Science                                       M 

i,  800 

MARYLAND. 

Baltimore. 

• 

Maryland    Medical   Journal     W 

3,ooo 

Southern  Journal  of  Home- 

opathy                                       M 

1,500 

MASSACHUSETTS. 

Boston. 

Medical  and  Surgical  Journal  W 

4,500 

Annals    of    Gynaecology    & 

Pediatry                                     M 

1,000 

Massachusetts      Medical 

Journal                                       M 

6,900 

N.      E.      Medical     Gazette, 

Homeopathic                           M 

1,000 

MICHIGAN. 

Ann  Arbor. 

Physician  and  Surgeon             M 

3,000 

Good  Health  (Sanitary)            M 

3,5oo 

286    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


OMEGA 


20,000  Circulation 
=^=  Guaranteed 

OMEGA  is  the  Leading 
Health  cMagazine. 

OMEGA  has  the  Largest 
Circulation  of  any 
magazine  of  its  class. 

OMEGA  pays  the  Ad- 
vertiser. 


'Proof  furnished  upon  application. 

OMEGA  PUBLISHING    COMPANY,    1562  "Broadway,    &te<u>    York. 


There   is    Just   One    Best 
Newspaper  in    Oklahoma 


Gutbrie 

My 
Leader 


It  covers  Two  TER- 
RITORIES and  is  the 
paper  to  use  to  reach 
those  who  have 
money  to  spend.  The 
Leader  is  the  Official 
Organ  of  Democracy 
and  is  the  Official 
Paper  of  Oklahoma. 
It  leads  in  circula- 
tion, news  and  influ- 
ence. 

L.  Q.  NIBLOCK 
Editor 


Oklahoma  Leader 

Weekly — Biggest,  Newsiest,  Best. 
It's  the  Farmer's  Friend. 

A  pair  of  Home  and  Family  Newspapers.  None 
Better;  Few  as  Good.  You  can't  begin  to  cover 
the  Field  without  'em. 


LEADER  PRINTING  CO.,  Quthrie,  Oklahoma 


Do  You  Want  German  Trade  ? 

Of  course  you  do!    Everybody  does! 

Why  ?  Because  the  Germans  are 
an  intelligent  and  industrious  class  of 
people.  They  take  a  pride  in  keeping 
up  with  the  times,  and  are  fully  able  to 
satisfy  all  their  wants.  They  are  cash 
customers.  There  are  about  125,000 
Germans  in  San  Francisco  and  vicinity, 
and  400,000  in  the  State  of  California. 
To  a  large  portion  of  them  the  German 
newspaper  is  the  only  means  of  getting 
the  news.  You  cannot  afford  to  let 
their  trade  go  to  your  competitors.  It 
is  worth  your  while  to  make  special 
effort  to  get  a  share  of  their  patronage. 
If  you  think  so,  advertise  in  the  news- 
paper they  read — 

The  Abend  Post 

(Daily, Sunday  and  Weekly)    SAN  FRANCISCO,  CAL. 

W.  E.  SCOTT,  150  Nassau  Street,  N.  Y. 
Eastern  Advertising  Department. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    287 


Leading  Medical  Publications — Continued. 


Esti- 
mated 
Circ. 


Michigan— Continued. 

Detroit. 

Medical  Age  SM      4,500 

Therapeutic  Gazette  M      8,000 

Leonard's  Illustrated  Medi- 
cal Journal  Q     10,000 

MINNESOTA. 

Minneapolis. 

Medical      Argus,     Homeo- 
pathic, M      2,800 

St.  Paul. 

Northwestern    Lancet,    sur- 
gical M      3,000 

MISSOURI. 
Kansas  City. 

Medical      Arena,      Homeo- 
pathic M      1,000 
Medical  Record  M      2,750 
St.  Joseph. 

Medical  Herald  M       5,000 
St.  I,ouis. 

Medical  Review  W 
Medical  Fortnightly  BW 
American  Journal  of  Oph- 
thalmology M 
Courier  of  Medicine  M 
Homeopathic  News  M 
Medical  Brief  M 
Medical  Era  M 
Medical  Mirror  M 
Medical  and  Surgical  Jour- 
nal M 
Tri-State  Medical  Journal  M 
Alienist  and  Neurologist  Q 

NEW  YORK. 
Brooklyn. 

Medical  Journal  M 

Buffalo. 

Medical  Journal  M 

New  York. 

Medical  Journal  W 

Medical  News  W 

Medical    Record  W 

American  Homeopathist        SM 
American  Gynaecological  & 
Obstetrical  Journal  M 


Memorandum. 


7,800 

1,000 
2,000 
5,000 
28,000 
3,000 
3,5oo 

1,500 
4,000 
1,500 


1,200 
4,000 

12,000 
7,500 

18,000 
4,300 

3,ooo 


288     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE 


DIETETIC™  HYGIENIC 
GAZETTE 


YEARLY  SUBSCRIPTION  Sl.OO ^SINGLE  NUMBER  10 -CENTS 

T-HE  GAZETTE 'PUBLISHING  co., 

503  FIFTH    AVE.,   NEW.  YORK. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     289 


Leading  Medical  Publications—  Continued. 


Esti- 
mated 
Circ. 


New  York— Continued. 

NEW  YORK  CITY— Continued. 

American  Journal  of  Ob- 
stetrics M  5,500 

American  Therapist  M  2,000 

Archives  of  Pediatrics  M  5,200 

Dietetic  and  Hygienic  Ga- 
zette M  1 5, coo 

Gaillard's  Medical  Journal  M  2,000 

International  Journal  of 

Surgery  M  2,800 

Journal  of  Cutaneous  and 

Genito-Urinary  Diseases  M  3,000 

Journal  of  Nervous  and 

Mental  Diseases  M  3,7.50 

Medical  Examiner  M  6,000 

Medical  Times  M  4,300 

North  American  Journal  of 

Homeopathy  M  4,000 

Polyclinic  M  5,000 

Sanitarian,  Hygienic  M  3,750 

Trained  Nurse  M  4,000 

Homeopathic  Journal  of 

Obstetrics  BM  2,400 

Medico-Legal  Journal  Q  2,000 

Omega  M  10,000 

NORTH  CAROLINA. 
Charlotte. 

Medical  Journal  M      5,000 

Wilmington. 

North  Carolina  Medical 
Journal  SM  1,200 

OHIO. 

Cincinnati. 

Lancet-Clinic  W       4,200 

Medical  Journal  M       2,000 

Ohio   Medical  Journal  M      4,000 

Cleveland. 

Medical  Gazette  M      2,000 

Columbus. 

Medical  Journal  BW       1,800 

Toledo. 

American  Medical  Com- 

pend  M  4,000 

Medical  and  Surgical  Re- 
porter M  3,500 

Woman's  Medical  Journal       M       2,000 

OREGON. 
Portland. 

Medical  Sentinel  M       2,250 


Memorandum. 


290     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


BIRDS  * 

^l^i  NATURE 


^~\  m  •  •• 

(Qlfc 

M( 


fllM)6TUDY 
ONTHLY 


A  consideration  of  these  propositions  will  make  you  want  to  accept 
them.        For   proposal   and  general   information  kindly  address 

ERNEST  I.  MITCHELL,  Advertising:  Manager,  Fine  Arts  Building:,  Chicago,  111. 


Ideas 


Is  a  large  16-page  monthly  and,  as  its  name  indicates,  is  devoted  to  informa- 
tion about  the  "new,"  and  this  applies  to  every  department  of  art,  science 
and  invention.  Its  advertising  as  well  as  its  reading  matter  is  teeming  with 
good  things  that  appeal  to  the  most  progressive  people  everywhere.  It  is  the 
cleanest,  brightest  and  most  up-to-date  monthly  published,  giving  the  latest 
news  of  interest  to  the  Inventor,  Agent,  Manufacturer,  Mechanic,  and  Wide- 
Awake  people  everywhere. 

IQOjOOO     Circulation   Monthly 

"  No  Proof,  No  Pay,"  is  our  motto.  Rates  are  50  cents  per  line,  each  and  every 
insertion.  No  time  nor  space  discounts.  We  are  after  business  from  first- 
class,  reliable  firms  who  are  advertising  for  profit  and  want  quick  results. 
Based  upon  the  testimony  of  reliable  parties,  we  can  assure  paying  results. 
RiT^  Forms  close  on  the  25th  of  preceding  month. 
Send  your  business  direct  or  through  any  reliable  advertising  agency. 


Ideas 


A  Ye. 


Philadelphia,  Pa. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    291 


Leading  Medical  Publications — Continued. 


PENNSYLVANIA. 


Esti- 
mated 
Circ. 


Lancaster. 

Homeopathic  Envoy  M      7,080 
Philadelphia. 

Medical    and    Surgical    Re- 
porter W 
American  Journal  of  Medi- 
cal Sciences  M 
Annals  of  Surgery  M 
College  and  Clinical  Record  M 
Hahnemannian  Monthly  M 
Homeopathic    Recorder  M 
International  Medical  Mag- 
azine M 
Medical  Bulletin  M 
Medical  Summary  M 
Medical  World  M 
University    Medical    Maga- 
zine M 

TENNESSEE. 

Memphis. 

Medical  Monthly  M     3,670 

Nashville. 

Journal    of    Medicine    and 

Surgery  M       1,500 

Southern   Practitioner  M 


TEXAS. 

Austin. 

Texas   Medical  Journal 

Texas  Medical  News 

Dallas. 

Texas  Medical  Practitioner     M 


3,000 

7,112 
3,ooo 
2,900 
2,700 
1,500 

2,000 

6,243 

10,000 

25,979 

3,000 


M       i  ,204 
M      1,011 


VIRGINIA. 
Richmond. 

Virginia       Medical       Semi- 
Monthly  SM 
Practice  M 
Southern  Clinic                           M 


3,8oo 


3,000 
2,000 
5,ooo 


ONTARIO. 

Toronto. 

Canadian  Practitioner 
Canada  Lancet 
Montreal  Medical  Journal 


SM  1,500 
M  2,000 
M  1,500 


Memorandum. 


292     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE 


Monetary  Times 


OF  TORONTO. 

ISSUED  EVERY 
FRIDAY 


Write  for  our  map 
of  the  Dominion  of 
Canada  and  New- 
foundland, showing 
where  this  journal 
circulates. 


is  the  leading  trade  journal  in 
Canada.  It  has  more  readers  in 
more  places  throughout  the  Do- 
minion than  any  other  business 
man's  publication.  Since  before 
the  Confederation  (1867)  it  has 
been  found  to  be  a  trustworthy 
medium;  hence  its  popularity. 

Advertising  Rate  Card  and  Sample  Copy  sent  to  any  address  upon  application. 
THE  MONETARY  TIMES,  TORONTO,  CANADA. 


DRYGOODS 

REPORTER 


HE  REPORTER  guarantees  to  its  advertisers  a  larger  circulation  in  the 
West  than  that  of  any  other  trade  journal  going  to  dry-goods  and  general 
merchants.  For  introducing  and  increasing  the  sale  of  any  article  in  which 
these  merchants  are  interested  THE  REPORTER  excels  all  other  media. 
REPORTER  space  is  better  value  than  any  other  trade  journal  space  in 
America  at  the  rates  charged,  which  are  as  follows: 


One  page,  one  time $50  00 

Half  page,  one  time 25  00 

Quarter  page,  one  time IS  00 

Eighth  page,  one  time 7  50 


One  page  for  12  months  . .  $1,600  00 
Half  page  for  12  months  . .  850  00 
Quarter  page  for  12  months  450  00 
Eighth  page  for  12  months  250  00 
Sixteenth  page  for  1 2  months  1 50  00 
If  you  want  further  information  about  THE  REPORTER  write.  If  desired  we  will  send 

a  man  to  see  you. 

DRY   GOODS   REPORTER   CO.,  233  Fifth  Avenue,  CHICAGO 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    293 


Trade  Papers. 


Under  this  head  will  be  found  grouped  the  scientific,   mechanical,  financial, 
commercial  and  special  papers  most  worthy  of  mention. 


Bridgeport,  Conn. 

American  Engineering 

Chicago. 

Dry  Goods  Reporter 
Modern  Machinery 


Esti- 
mated 
Circ. 


M       3,100 


W 
M 


Boston. 

Engineers'    and    Power    Users' 

Magazine  M 

Journal  of  Commerce  W 

Textile  World,  M 

New  York. 

American  Machinist  W 
Cassier's    Magazine    (Engineer- 
ing) M 
Dry  Goods  Economist  W 
Engineering   Magazine  M 
Engineering  News, 
Engineering   Record   and   Sani- 
tary Engineer  W 
Heating  and  Ventilation  M 
Iron  Age  W 
Locomotive   Engineering  M 
Machinery  M 
Power  M 
Scientific  American  W 
Scientific     American     (Building 
Edition)  M 
Scientific     American     (Eng.     & 
Span.)  (Export  Edition)       M 
Steam  Engineering  M 

Cincinnati. 

Spokesman  M 

World's  Progress  M 

Cleveland. 

Engineer  SM 

Iron  Trade  Review  W 

Philadelphia. 

Engineering  Mechanics  M 

Keystone  M 

Practical  Engineer  M 

Toronto. 

Canadian  Engineer  M 

Monetary  Times  W 


7-500 
8,075 


20,000 
6,OOO 
4,800 


13,500 

17,500 
7,OOO 
9,300 
7,6OO 

6,500 

5,100 
6,000 

20,000 

15.250 

27,000 

47,500 

16,000 

10,000 

10,000 


7,000 
12,500 


15,000 
5,000 


5.000 

18,000 

4,000 


4,600 

5,400 


Memorandum. 


294     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


"LOPUilON  PIIBLIP" 
7146  ST""" 


L'OPINION  PUBLIQUE. 


'L'OPDflOK  PUBUQBl" 


JOURNAL  QUOTIDIEN 


L'Opinion  Publique  can  introduce 
you  andyourbusinesstotheFrench- 
speaking  public  of  New  England 
quicker.cheaperand  better  than  any 
other  medium.  Its  circulation  is 
larger  than  any  three  other  French 
capers  in  New  England  combined. 

L'OPINION  PUBLIQUE 


DAGBLAD 


LEADING 

'of  HOLLAND.'^ 
H.P.  HUBBARD 

^So/e  Jgent  for  America 

"  PARK  ROW  NEW  YORK 


Circulation,  5,000  Copies  Daily.    8  to  12  Pages. 

Full  Telegraphic  News  from  All  the  World. 

The  Official  Organ  of  the  Government. 

Published  in  Dutch  and  French  at 

THE  HAGUE,  Capital  of  the  Netherlands. 


The 
Daily  and  Weekly 

Republican 

Wilmington,  Delaware, 

has  the  largest  circula- 
tion, barring  none,  and 
{  the  acknowledged  lead- 
ing advertising  medium 
in  the  State  of  Delaware. 

Rates  on  Application. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    295 


Foreign  Language  Papers. 

In  our  cosmopolitan  country  there  are  enormous  numbers  of  Europeans  who 
are  Americanized,  but  who  desire  to  read  the  news  in  their  native  tongue,  and  in  the 
following  list  of  the  best  papers  in  the  important  languages  will  be  found  those  that 
cater  to  their  wants. 

As  a  rule  these  classes  are  thrifty  and  careful  people.  These  publications  are 
used  by  many  advertisers  with  excellent  results.  Careful  translators  arrange  copy  to 
suit  each  advertiser.  

GERMAN. 

The  principal  German  papers  will  be  found  under  the  heads  of  cities  where 
published  in  the  daily  and  weekly  lists  in  another  part  of  this  book. 


FRENCH. 

CALIFORNIA. 
San  Francisco. 

Franco-Californien  Ind — D 


Esti- 
mated 
Circ. 


5,000 


Memorandum. 


LOUISIANA. 
New  Orleans. 

Abeille  Dem — D     12,000 

Abeille  Dem— W     13,500 


I/ewiston. 

Messager 


MAINE. 

Ind— SW      3,100 


MASSACHUSETTS. 
Fall  River. 


Independant 

Independant 

I/o  well. 

Etoile 

Etoile 

Worcester. 

Opinion  Publique 


Rep— D      3,780 
Ind— W      4,830 


Rep — D      4,000 
Rep — W      2,000 


7,200 


St.  Paul. 

Canadian 


Ind— D 
MINNESOTA. 

Ind— W      3,490 


NEW  YORK. 
New  York. 

Courrier  des  Etats-Unis  Ind — D     14,000 
Courrier  des  Etats-Unis  S.  24,000 

Courrier  des  Etats-Unis   Ind— W     26,000 


RHODE  ISLAND. 
Woonsocket. 

Tribune  Rep— D 


3,200 


296    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


t 


ADVERTISE  IN 


The  Rosary  Magazine 


IT  PAYS 

HHHBHBIB^:_ 


THE  ROSARY  is  a  family 
magazine  which  is  carefully 
read  by  every  member  of  the 
house,  hence  all  its  advertise- 
ments are  sure  to  be  noted. 

Try  it  and  judge  for  yourself. 

Each  issue  of  :his  magazine 
contains  1 12  pages.     The  sub- 
scription price  is  $2.00  a  year. 
Single  copies,  20  cents. 
« 

For  Rates  and  Advertising 
Information  apply  to 


It  is  an  illustrated  monthly,  de- 
voted  to  literature,  art  and  re- 
ligion, is  edited  and  published 
by  the  Dominican  Fathers,  and 
circulates  among  the  best  class 
of  Catholics,  the  academies,  col- 
leges andinstitutionsin  general. 
THE  ROSARY  MAGAZINE 
is  introduced,  through  the  pul- 
pit, into  all  cities  and  towns  by 
members  of  the  order  who  de- 
vote their  whole  time  to  the 
work  ;  this  guarantees  a  steady 
and  regular  increase  in  circu- 
lation of  from  500  to  1,000 
monthly. 


ADVERTISING  MANAGER,  871  Lexington  Ave.,  N.  Y.  City 

$QGO&tt**)*>*>^***>&e>4##>^&Q*>tt 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    297 


Foreign  Language  Papers  —  Continued. 

Esti- 

French —  Continued. 

mated                                       Memorandum. 

Circ. 

QUEBEC. 

Montreal. 

Canard              Ind  &  Humor  W 

IO,OOO 

Journal        d'Agriculture         and 
d'Horticulture           Agri  —  SM 

46,OOO 

Monde  Canadien             Fam  —  W 

i5,coo 

Monde  Illustre  Lit  &  Fam:  —  W 

5,5oo 

Patrie                                   Lib—  D  1 

20,000 

Cultivateur                         Lib  —  Wj 

25,000 

Presse             ,                     Ind—  D 

66,000 

Presse                                         Ind 

35,oco 

Samedi            Lit    &   Humor  —  W 

IO,OCO 

Quebec. 

Evenement               Ind  Cons  —  D1 

16,000 

Journal  des  Campagnes 

Cons—  WJ 

8,000 

Soleil                                   Lib—  D 

12,000 

Soleil                                 Lib—  W 

8,000 

SWEDISH. 

i 

ILLINOIS. 

Chicago. 

Fosterlandet                                 W 

12,000 

Gamla     Och     Nya     Hemlandet 

Rep—  W 

26,000 

i            .                i 

Svenska  Amerikanaren  Ind  —  W 

38,500 

Svenska   Kuriren    Ind  Rep  —  W 

35.000 

Svenska  Tribunen           Rep  —  W 

30,000 

MASSACHUSETTS. 

1 

Boston. 

. 

Argus                                 Ind  —  W 

5,oco 

Skandinavia                      Rep  —  W 

7,000 

MICHIGAN. 
Ishpeming. 

Superior-Posten 


Rep— W      5,000 


MINNESOTA. 
Minneapolis. 

Skordemannen  Agri — SM 

Svenska     Amerikanska     Posten 

Ind— W 
Svenska  Folkets  Tidning 

Lib— W 

Weckoblad  Rep— W 

St.  Paul. 
Minnesota  Staats  Tidning 

Rep— W 


New  York. 

Nordstjernan 
Valkyrian 


NEW  YORK. 


Ind— W 
Lit— M 


10,000 
34,200 

20,000 
10,500 

12,000 


8,000 

7,500 


298    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  foundation  of  most  fortunes  may  be  directly  traced  to  advertising. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    299 


Foreign  Language  Papers — Continued. 


NORWEGIAN-DANISH. 

ILLINOIS. 
Chicago. 

Posten,  D.  Ind 

Skandinaven,   N.-D.         Rep — D 
Skandinaven,  N.-D.     Rep— SW 

IOWA. 
Cedar  Rapids. 

Kvinden  og  Hj  emmet  Fam — M 

Decorah. 

Posten,    N.  Fam— W 

MINNESOTA. 
Minneapolis. 

Aftenlcesning,   N.-D.        Lit— W 
Folkebladet,  N.  Ind— W 

Illustreret  Familie  Journal,  N.-D. 

Fam— W 

Nye  Normanden,  N.-D.  Pop-W 
Tidende,    N.  Ind— D 

Tidende,  N.  Ind— W 

St.  Paul. 
Nordvesten,  N.-D.  Ind  Rep— W 

NEBRASKA. 
Omaha. 

Danske  Pioneer,  D. 

Ind    Dem— W 

NEW  YORK. 
Brooklyn. 

Nordiske   Blade,    N.-D.          Ind 

New  York. 

Nordlyset,   N.-D.  Ind— W 

NORTH  DAKOTA. 
Fargo. 

Fram,  N.-D.  Ind— W 

Grand  Forks. 
Normanden,  N.-D.          Rep — W 

SOUTH  DAKOTA. 
Sioux  Falls. 
Syd  Dakota  Ekko,  N.-D.  Rep-W 

WISCONSIN. 
Eau  Claire. 

Reform,  N.  Pro— W 

Madison. 

Amerika   of   Norden,  N.   Ind-W 

Neenah. 

Danskeren,  D.  Rep — W 

Racine. 

Folkets  Avis,  D.  Ind— W 


Esti- 
mated 
Circ. 


18,000 

45,000 


20,OOO 

35,000 


5,000 

4400 

4,000 

6,200 

4,000 
26,500 


14,500 

24,000 

5,400 

4,000 

8,000 
4,5oo 

5,000 

4,800 
7,400 
5,ooo 
3,000 


Memorandum. 


300    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


It 

Reaches 
the 

BEST 

HOMES 

ot 
America 


GUARANTEED  CIRCULATION 
125,000    COPIES    MONTHLY 

The  only  independent,  high-  class 
publication  in  the  United  States 
devoted  to  home  floriculture.  :  :  : 


ADVERTISING  RATES  LOW 


SPECIMEN  COPIES  FREE 


The  Floral  Publishing  Company 


SPRINGFIELD,  OHIO 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     301 


UOTUroOTUOTOTUUUOT 


American  School 


and  College  Journal 


ISSUED 
MONTHLY 


ST.  LOUIS 
MISSOURI 


THE  LEADING  EDUCATIONAL 
PUBLICATION    IN  THE  WEST 


and  best  printed  in  the  United 
States.  Not  a  text-book,  but 
a  teacher's  journal,  with  many 
strong  features.  A  first-class 
medium  for  advertisers. 


ADDRESS  ALL  CORRESPONDENCE 
TO  THE  PUBLISHER 


JOURNAL  PUBLISHING  COMPANY 

PUBLISHERS 


J.  B.  MERWIN,  Editor 


H.  H.  STENDEL,  Business  Manager 


302    ADVERTISING. 


J.  WALTER  THOMPSON  CO 


Use  it  ONCE 

AND  YOU'LL 

USE  IT  always 

r5,000  PER  MONTH 
GUARANTEED 

An  unsurpassed  adver- 
tising medium  for  mail 
orders  and  in  reaching 
Farmers  and  Gardeners. 


UP-TO-DATE   PUBLISHING  CO. 
J.  A.  EVERITT,  Manager 

INDIANAPOLIS,  IND. 


Circulation,  30,000  Weekly,  Guaranteed. 

Established  in  1846.  Fifty-three  Years  Old. 

AMERICAN  GARDENING 


The  Only   Recognized  Horticultural   Medium. 

HIS   publication    is   emphatically  a  HOME  MEDIUM,  and  NOT  to 
be  confused  with  Class  Trade  papers.     It  reaches  thousands  of  well- 
to-do,  out-of-town  homes,  where   the   publication   is   taken   for   the 
general  information  it  contains  pertaining  to  the  care  and  develop- 
ment of  private  conservatories  and  general  landscape    gardening.      It  also 
reaches  and  influences  the  gardener's  whole  family,  whose  residence  is  on 
the    grounds   of   the    gentleman's   estate.      It    has    quite   as  many  readers 
among  the  women  as  among  the  men. 

Do  not  confuse  this  publication  with  the  ordinary  agricultural  medium, 
as  it  covers  the  Horticultural  as  well  as  the  Agricultural  fields. 


Xo  other  publication  is  more  thoroughly  read  than  is  "American 

Gardening."     Its  subscribers  are  an  excellent  class 

for  the  General  Advertiser  to  reach. 


ADVERTISING    DEPARTMENT.    ROOM    934.    150  NASSAU  STREET.    NEW  YORK 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    303 


<4 


Every  Triple 


is  Perfect 


99 


HERE  IS  A  TRIPLE  COMPOSITE  of  daily  news- 
papers, all  of  large  circulations,  old  and  influen- 
tial, which  makes  one  great  morning  daily  news- 
paper in  Albany  of  largest  circulation,  known  as  the 


Its  component  parts  are  : 

THE  DAILY  KNICKERBOCKER,  founded  in  1842. 

THE  ALBANY  MORNING   EXPRESS,  founded  in  1847. 

THE   DAILY  PRESS,  founded  in  1877. 

CJ*  The  Press-Knickerbocker  purchased  on  January  7,  1899,  the  newspaper  property  known  as  The  Albany  Morninj 
Express  and  combined  same  with  The  Daily  Press-Knickerbocker. 


HERE  ARE  A    FEW   EXPRESSIONS  FROM   THE   LEADING    ADVER- 
TISERS   OF    ALBANY  AT    THE    TIME   OF    THE   CONSOLIDATION: 


JOHN  G.  MYERS,  Dry  Goods.— "  The  amalgamation  of  The  Press-Knickerbocker  and 
Morning  Express  shows  great  enterprise.  The  combined  paper  is  a  model  one. 
As  an  advertiser  I  intend  to  take  advantage  of  the  additional  facilities  afforded 
to  reach  the  public." 

W.  M.  WHITNEY,  Senior  Member  Dry  Goods  House  of  W.  M.  Whitney  &  Co.— "It  is 
a  good,  strong  paper,  and  one  that  purchasers  will  read  and  rely  upon." 

JAMES  MIX,  Jeweler. — "The  Press-Knickerbocker  has  always  been  popular  with  a 
great  number  of  readers,  and  if  it  can  retain— and  its  policy  indicates  that  it  can 
— the  Express  readers,  it  will  at  once  enlarge  its  field." 

ALBANY  HARDWARE  AND  IRON  CO.— "The  Press-Knickerbocker-Express  is  all 
right.  It  will  reach  more  readers  than  the  combined  circulation  of  both  papers 
formerly  did." 

PRESIDENT  SECOR,  of  C.  G.  Craft  &  Co.,  large  Clothing  House.— "Advertisers  in 
the  combined  newspaper  will  now  get  the  best  possible  service." 


THE  PRESS  COMPANY,  Publishers, 
Press  Buildings,  18  Beaver  Street,  Albany,  N.Y. 


miany's 


304    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


10  G 


L 


• 

; 


NEW   YORK:   TH) 


Circulation  guaranteed  200,000 
Copies  per  month  in  America. 

INTERNATIONAL  NEWS  CO.,  83  &  85  Duane  St.,  New  York. 

J.    LAWRENCE   BRADLEE,  Advertising  Manager. 


We  also  represent  the  "New  Illustrated  Magazine,1 

with  a  circulation  of  65,000  copies  per  month. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     305 


TOPEKA,  KANSAS 

THE  purchasing  power  of  the  thrifty  farmers  of  Kansas  can  be  imagined  when 
it  is  known  that  they  own  900,000  horses  and  mules,  550,000  milch  cows, 
1,600,000  other  cattle,  2,400,000  swine  and  225,000  sheep.    In  addition  to 
this    they  raised  last  year    150,000,000    bushels  of  corn   and  over    60,000,000 
bushels  of  wheat. 

Nearly  25,000  of  these  same  farmers  subscribe  for  THE  KANSAS  FARMER. 
If  you  want  their  trade  advertise  in  it. 

KANSAS  FARMER,  Topeka,  Kansas 


The 


Sclma  Times 

(ALABAMA) 

Daily,  Sunday  and  Weekly 


Largest  Circulation  Medium  in  the 
Black  Belt  of  Alabama. 

Read  by  more  people  than  any 
other  paper  published  in  this 
section. 

THE  TIMES 

Is  one  of  the  leading  exponents  of  popular 
sentiment,  and  is  a  first-class  advertising 
medium.  Democratic  in  politics. 

Goes  into  the  homes  of  the  best  farmers, 
and  reaches  every  postoffice  in  this  county. 


J.  H.  NUNNELEE,  Proprietor 
LOUIS  HAMBERGER,  Business  Manager 


THE  CANADA 
LANCET 


A  monthly  journal  of  Medical  and 
Surgical  Science,  Criticism  and 
News. 

THE  OLDEST  MEDICSL 
JOURNAL    IN    CTNAD3 

(Established  1856) 

Has  the  largest  circulation  of  any 
Medical  Journal  in  Canada. 
Advertisements    inserted    on    the 
most  liberal  terms. 
Send  for  our  Club  Lists. 

Address  .  .  . 

THE  LANCET  CO.,  LIMITED 

1 1  Yz  JANES  BUILDING 
TORONTO,  ONT,,  CANADA 


306     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE  CHURCH  PROGRESS 


<15TJLOUIS. 

Circulation 
*3LOOO,£ 


Established   1878 

Is  the  best  paying  Catholic  advertising  medium  in  the  West 

Advertising  Rates  Mailed  on  Application 


OWES 


"MAGAZINE! 

*       BOSTON  = 


Shrewd 
Advertisers 
Use  it 
Because  it 
Covers  a 
Distinctive 
Field 


DONAHOE'S  MAGAZINE  CO., 
Daniel  P.  Toomey,  Manager,  BOSTON,  MASS. 


Star 


NEW  ORLEANS,  LA. 


Thoroughly 

Abreast 

of  the 

Times 


Tlte  <Best,*Brightest  and  Newsi- 
est Weekly  in  the  South.  Circu- 
lating through  8  Southern  States 


ESTABLISHED  1868 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.    307 


ENERAL   ORGAN   OF   THE   METHODIST   EPISCOPAL   CHURCH,  SOUTH. U^^nSK.. 

VOL.  60.  NO.  25.  NASHVILLE,  JUNE  22.  1899.  WHOLE  NO 


QUARTER 


COMBINED 
CIRCULATION 

THE  FOUR 


OFFICE- WM. BALDWIN  -iso  FIFTH 


These  publications  reach  the  Central  Southern  Methodists  Thoroughly. 


308    ADVERTISING.  J.  WALTER  THOMPSON  CO, 


The  Cosmopolitan 

is  recognized  by  ad- 
vertisers as  having  a 
clientele  of  the  highest 
class  of  readers. 

Each  succeeding 
year  shows  a  marked 
improvement  in  the 
magazine  itself. 

Appealing  as  it  does 
to  the  most  intelligent 
classes  of  men  and 
women,  —  the  most  de- 
sirable customers  for 
any  good  thing,  —  it 
more  than  satisfies  ad- 
vertisers, who  demon- 
strate their  appreciation 
of  its  results  by  renew- 
ed contracts. 


PUBLISHING  OFFICE,  IRVINGTON,  N.  Y. 

A1WFRTTSINP     OFFTPFS  -       -J   18°  TJmeS  Buildin^  Ne 
ADVhKI  IMNU    UrrlL.bo.       •<  ..  „  „,    . 

(  Marquette  Building,  Chicago 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     309 


310    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The  Practical  Dairyman 


reaches  most  of  the  creameries 
and  factories  and  thousands  of 
dairymen  who  have  confidence 
in  it  and  its  advertisers.  It  is 
the  only  paper  for  which  hun- 
dreds of  creamery  men  and  fac- 
tory men  are  voluntarily  acting 
as  subscription  agents.  It  is  the 
ablest  edited  and  most  practical 
dairy  publication  in  the  country 
and  is  appreciated  by  the  dairy 
interests.  Permit  us  to  intro- 
duce you  to  our  20,000  sub- 
scribers. Rates  low.  Write  for 
sample. 

PRACTICAL  DAIRYMAN 

E.  CHUBB  FULLER,  Publisher, 
Indianapolis,  Ind. 


Nobody  Can  Reach 

the  Farmer  and  Horticulturist  of  Chautauqua  County,  N.  Y., 
THE  GREATEST  SMALL  FRUIT  REGION  in  the 
world,  except  by  advertising  in 

THE  GRAPE  BELT 

Semi-Weekly,  4,000  circulation  each  issue. 

Everybody  Can   Reach 

the  Horticulturist,  and  the  Fruit  Grower,  Shipper  and 
Handler,  by  advertising1  in 


Fruit 


A  Monthly  of  8,000  Nation-wide  circulation. 


Both  published  by  BELT  PUBLISHING  CO.,  18-20  East  Second  St.,  Dunkirk,  N.  T. 

Right  in  the  heart  of  the  greatest  fruit  raising  country  in  the  world. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     311 


THE  CRITERION 


ESTABLISHED  1889 

CRISP*  LIVE  •UP-10-Dlin 

There  is 

No  Other 

high  class 

Paper 

printed  that 
covers  so  wide 
a  range  or 
touches  on  so 
many  fields  of 
interest. 
Reaching,  as 
it  does, 
all  classes,  it 

Affords 
Such 

Exceptional 
Opportuni- 
ties to 
Advertisers 

A  point  worthy  of  the  advertisers'  consideration  is  the  fact  that  60 

per  cent,  of  THE  CRITERION'S  subscribers  file  the  paper  intact.       as  they  can- 

For  Advertising  Rates  and  Samole  Copy  address  not   profitably 

THE  CRITERION  PUBLICATION  CO.,  156  Fifth  Ave.,  New  York.        neglect. 


"he  Criterion* 


Htlanta  Constitution 

Largest  Daily  Circulation 
Largest  Sunday  Circulation 
Largest  Weekly  Circulation 
South  of  Baltimore 
East  of  St.  Louis 


NICHOLS  &  HOLLIDAY, 
Sole  Advertising  Managers, 

CONSTITUTION  BUILDING,  ATLANTA,  GA. 


312     ADVERTISING.  J.  WALTER  THOMPSON  CO. 


1  nrcc  News 


Newspapers 


1  New  York  Journal 


AND   ADVERTISER 


New  York  Sunday  Journal 

AND   ADVERTISER 

New  York  Evening  Journal 

Each  is  a  complete  newspaper. 

Each  newspaper  has  the  largest  circula- 
tion of  any  newspaper  in  America. 

All  the  papers  together  have  a  larger  cir- 
culation than  all  the  big  magazines 
combined. 

The  advertising  rates  are  cheaper  per 
line  per  thousand  of  circulation  than 
any  other  newspaper  or  weekly  or 
monthly  periodical  in  the  world. 

Results  better,  too.     Try  it, 

W.  R.  HEARST. 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     313 


It  Pays  to  Advertise  in  a  Medium 
read  by  the   Buying  Public  such  as 


New  York: 

2>V-24I  Fifth AV( 


314     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


**************         KANSAS  CITY,   MO.,  U.  S.  A.        *************£, 


HE  MISSOURI  AND  KANSAS  FARMER  was  established  July  J5, 
J884,  by  its  present  publisher,  and  it  has  never  changed  hands  nor  missed 
a  mailing  date.  It  is,  and  always  has  been,  "  all  home  print,"  and  it 
sets  every  line  of  its  own  type — does  not  nor  never  has  used  stereotyped 
plates  to  cheapen  the  cost  of  production.  It  is  issued  monthly  (on  the 
15th),  at  the  remarkably  low  subscription  rate  of  25c«  a  year.  It  has 
eight  large,  clean-printed  pages,  with  six  columns  (20  inches  long)  on 


^  each  page.     Every  number  is  illustrated.     Its  actual  average  circulation  for  the 

*  past  year  was  11 ,083  copies  per  issue — no  more  and  no  less. 

* 

* 

J  Its  advertising  rates  are  $1  per  inch 

per  issue,  flat,  straight,  and  no  dis- 
if  counts  of  any  name  or  nature. 


(Advertising 


Samples  to  all  who  ask, 

by  return  mail. 
Address  C.  M.  BROOKE, 

Its  head,  belly  and  tail. 


************************** **************************** 


C 


alifornia  Fruit  Grower 

)     STATE  JOURNAL  OF  HORTICULTURE     |     Published  Weekly   ( 
B.  N.  Rowley,  Editor  and  Proprietor        ,*?        320  Sansome  Street,  San  Francisco 


Y 


Subjects  Treated : 

Fresh  fruit,  Cured  fruit,  Canned  fruit, 
Raisins,  Nuts,  Honey,  Prunes,  Beans, 

Etc.,  Etc.,  Etc. 


Subscription  in  advance,  $2  per  year 


A    LIVE    JOURNAL    FOR    THE    OFFICE, 
HOME,  LIBRARY,  ORCHARD  AND  FARM 

/?  Advertising  rates,  $2.50  per  inch  per  month 


Circulates  throughout  the  United  States, 
Canada,  Australia,  England  and  Europe 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     315 


NiCflELL 


Honest  Circulation 


See  How  It  Grows ! 

1800    September,  68,140 

August,  -  63,429 

July,    -  -  61,676 

June,  -  -  62,509 

May,    -  -  62,110 

April,  -  -  61,908 

March,  -  58,034 


Five  Cent   |  f 
Illustrated 
Magazine 
in  the  world. 


ADVERTISING 

RATES 
ACCORDINGLY 


POPULAR  AND  PLEASING. 

*  tJG)  *~  " 

Send  a.  trial  page  order  at  $1.00  a  thousand. 

Sample  Copy,  Rates,  etc.,  on  application. 

POTTER -KENDALL   CO 

Publishers 

HOME  OFFICE:    NEW  SUDBURY    BUILDING,    BOSTON 
NEW   YORK    OFFICE:     13-21    PARK    ROW 


316     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


"  Harlem  Life  is  the  Life  of  Harlem."  —  N.  Y.  Herald. 


HARLEM 

turct 


Has  also  eigln  local  editions. 


The  One  Home 
Up-town  weekly 
New  vorh  city 

1 2,000  Circulation 

(Mostly  subscribers.) 

Advertising1  Rates  Reasonable. 

\  It  covers  the  northern  part 
<  of  Greater  New  York,  as  no 
)  other  publication  can  do.  s 

HARLEM  LIFE  PUBLISHING  CO. 

MILLARD  J.  BLOOMER,  President, 
81  East  125th  Street,  Cor.  Park  Avenue, 
_J         MT.MOKRISBANKBLUG.    NEWYORK. 
N.  Y.  Suburban  List"        Combined  rate  given. 


The  Home  Magazine 

Washington,  D.  e. 
DIFFERENT    FROfl 
ALL  OTHER 
FAfllLY  JOURNALS. 

Not  so  humdrum. 

Combines  magazine  features 
with  usual  matters  of  domes- 
tic economy. 

Circulation  exceeds  180,000 
copies  an  issue,  largely  paid- 
in  advance,  for  a  full  year,  too. 

Advertising  rate,  75  cents 
per  agate  line. 


-T- 

|HE 


HOME 


Ivi; 


J.  WALTER  THOMPSON  CO. 


ADVERTISING.     317 


Popular  fashions 


JKtocrtisers 


NEW  YORK,  AUGUST,  1899  Terms:  iSsWSVU'sa..-    No.  8 


CIRCULATION    300,000   PER  MONTH 

Rates  $1.00  per  agate  line.. 
Every  advertiser  <who  uses  it  finds  it  brings  big  results. 

A.   J.    WELLS,    REPRESENTATIVE 
Publication  Office :  79  Fourth  Ave.,  N.  Y. 


ADVERTISING  DEPARTMENT 
710-1 1-12  PARK  ROW  BUILDING,  N.  Y. 


318     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


The 8 

Church  Press  « 
Association's  || 

List  of  THIRTY  such     « 

CHURCH  « 
MAGAZINES  « 

is  a  proposition  which  ^ 
many  of  the  leading  ?<[ 
advertisers  of  the  U.S.  C? 
have  found  profitable.  I  5? 


Combined  Circulation,  35,000  Copies 


every  month  of  the 
year.  Established  1890 

A 

Quarter  Page 
Advertisement 

(none  larger) 
on  the  covers  of  these 
THIRTY  publications 
.    only  costs  $37. 50  per 
month  complete.  Each 
magazine  is  limited  in 
size  to  16  pages. 
200  So.  10th  St.,  Phila.,  Pa. 


ESTABLISHED  1833 

KALAMAZOO,  MICH. 

Published  Daily  (Monday  excepted) 
and  Semi- Weekly. 

Reorganized. 

Recapitalized. 

Revolutionized. 

Up-to-date  in  every  particular. 

Only  cMorning  Taper  Be- 
tween Jackson  and  Chicago 

A  distance  of  209  miles  east  and 
west  and  Grand  Rapids  and  Fort 
Wayne,  146  miles  north  and  south. 

Member  Associated  Press. 
Special  Leased  Wire. 
Mergenthaler  Linotypes. 
Perfect  Mechanical  Equipment. 
Occupies  its  own  building. 


Wr^r^t 


" 


Replies"  at  little  cost 

The  final  test  of  an  advertising  medium. 


CUSHMAN'S  COUPLE 

Over    500,000   circulation    guaranteed, 

Stands  the  test. 


THE  COLUMBIAN, 

THE  WOMAN'S  HOME  JOURNAL, 


300,000   Circulation 
200,000   Circulation 


are  conceded  by  experienced  advertisers  to  be  at 
the  head  of  their  class. 


...  Advertising  Rate  for  ... 

OllDIF       DISPLAY>     -  -     $2.00  per  agate  line 

V/UrLC,     READING  NOTICES,    $2.25  per  agate  line 

...  Forms  Close  10th  of  Preceding  Month  ... 
For  detailed  information  address 


fll^HMAM'Q 
VxUOI  I/MA1  1   ,3 


N.CUSHMAN,  Publisher,  34  Oliver  St.,Boston,  MaSS. 


NDEX 


To   Advertisers'  Announcements. 


ALABAMA.  Page. 

Anniston,    Southern    Farm   Life,  ............  260 

Birmingham,     Ledger,  .......................   156 

Selma,    Morning  Times,    ....................  305 

CALIFORNIA. 
San  Francisco,  Abend  Post  ..................  286 

California    Fruit    Grower    .......  314 

News  Letter,    ....................  176 

Overland   Monthly,    .............  232 

CANADA. 
Montreal,  Quebec,  La  Presse,   ..............  184 

Ottawa,    Ontario,    Citizen  ....................  186 

Toronto,    Ontario,    Canada    Lancet,  .........  305 

Globe,     ...........................   186 

Independent  Forester,    ..........  266 

Methodist  Magazine  —  Review  ----     46 

Monetary  Times,   ................  292 

News,   ...........  .  ................  188 

Sunday  School  Banner,   .........  128 

Vancouver,   British   Columbia,  World,  ......  188 

Winnipeg,  Manitoba,  Morning  Telegram,..  186 

COLORADO. 

Leadville,   Miner,    ...........................  172 

CONNECTICUT. 

Clintonville,    Wayside   Gleanings,    ..........  162 

Meriden,  Record  and  Republican  ...........  48 

New   Haven,  Journal  and   Courier,    ........  48 

DELAWARE. 
Wilmington,   Republican,   ...................  294 

DISTRICT  OF  COLUMBIA. 
Washington,    Home   Magazine,  ..............  316 

Sunday   Herald,    .................     86 

GEORGIA. 

Athens,  Woman's  Work,    ...................  114 

Atlanta,    Constitution,    ......................  31  1 

Journal,     .........................  154 

Augusta,    Chronicle  .........................   158 

Georgia   Baptist,    ................  248 

Tribune  ..........................  160 

ILLINOIS. 

Alcon,    Sentinel-Democrat,  ...................  230 

Chicago,   Birds  and  All   Nature,    ...........  290 

Brush  and   Pencil,    .....  .........  230 

Chicago   Newspaper  Union  .....  268 

Child  Studv  Monthly, 

Conkey's   Home  Journal, 

P.   C.  Darrow,  Typographer, 

Dry  Goods  Reporter 

Freie  Presse, 

Jewish    Courier, 

Orange  Judd  Farmer 

Rundschau, 

Skandinaven,    ....................  112 

Union  Signal,    ...................  166 

Western  Agriculturist,   ..........  238 

Western    Catholic,    ..............  180 

Chicago   Electrotype  and   Stereotype   Co.,..  126 
Moline,   Journal,    ............................  230 

INDIANA. 

Indianapolis,   American   Farmer  ............  274 

Indiana    Farmer,     ...............  282 

Practical    Dairyman  .............  310 

Up-to-Date     Farming    and     Gar- 
dening,   ........................  302 

Logansport,   Advance,    ......................  246 

Notre  Dame,  Ave  Maria  ....................  162 


290 

220 

92 

292 
84 
no 
170 
222 


IOWA.  Page. 

Burlington,    Hawkeye,    130 

Creston,    Independent   American,    134 

Davenport,    Iowa   Catholic   Messenger,    ....  138 

Des  Moines,  Gazette,    134 

News,   134 

Register,   248 

Ottumwa,    Courier,    84 

KANSAS. 

Lawrence,  Rural  Home,   282 

Topeka,    Kansas   Farmer, 305 

KENTUCKY. 

Covington,    Commonwealth,    320 

Louisville,  Home  and  Farm,   256 

Western  Recorder,   182 

Paducah,  Sun,  252 

LOUISIANA. 

New  Orleans,  Morning  Star 306 

MAINE. 

Augusta,  Vickery  and  Hill  List,   116 

MASSACHUSETTS. 

Amesbury,  Daily  News,    38 

Boston,  American  Stockkeeper,   238 

Columbian,    318 

Cushman's    Couple,    318 

Donahoe's    Magazine,    306 

Journal,     42 

Herald,    40 

Home  Monthly,    210 

Household,    70 

Modern   Priscilla,    92 

National    Magazine,     50 

New  England  Farmer,   272 

Nickell    Magazine,    315 

Sacred   Heart  Review,    124 

Sunday    School    Helper,    274 

Woman's  Home  Journal, 318 

Fall   River,   Globe,    276 

Holyoke,  Evening  Globe  and  Democrat, 38 

Springfield,   Good  Housekeeping,    66 

Farm  and   Home, 168 

New  England  Homestead,   170 

R  epublican,  44 

Worcester,  Evening  Post,    44 

Opinion   Publique,    294 

MICHIGAN. 

Kalamazoo,    Gazette 318 

Saginaw,  Evening  Leader,  262 

MINNESOTA. 

Minneapolis,   Skordemannen,   282 

St.    Paul,    Farmer,    262 

Globe,    132 

Volkszeitung,     108 

MISSOURI. 

Kansas  City,  Missouri  and  Kansas  Farmer 314 

Presse 138 

St.   Louis,  Am.  School  and  College  Journal...  301 

Chaperone  Magazine 84 

Christian  Advocate,   254 

Church    Progress,    306 

Midland    Farmer,    276 

MONTANA. 

Helena,  Stockman  and  Farmer,    248 

White    Sulphur    Springs,    Rocky    Mountain 

Husbandman,    276 

NEW  JERSEY. 

Camden,    Home   Guide  &   Religious   News,  250 
N.  J.  Methodist  &   Epworth  Ad- 
vocate,     250 

Passaic,  Advertiser  (Suburban  Press  Asso.)    68 


320    ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


THE. WEEKLY  COMMONWEALTH. 

AN    UP-TO-DATE    NEWSPAPER    DEVOTED   TO  -THE   INTERESTS   OF   THE    PEOPLE. 


VOL  xxvii.  xo.  s* 


COVINCTO     KY.   SATURDAY.    AUGUST    12    1899. 


11.90  A  YEAR-SINGLE  COPY,  3  CENTS 


ASHLAND,  sg§= 


Ail  Indislrta  Running  Ft! 
Tine  Ki  Most  of  lira 


CORRESPONDENCE. 


FAYETTECOUNTT. 


ALTGELD    LSS 


To  Enter  He  Political  Ian 

Hi  K>ntnrlri  Pnli 


UNITED 
STATES 


COVINGTON,  KENTUCKY. 
!OO,OOO 

Circulation^ 


It  guarantees  results 
to  advertisers. 
No  other  newspaper 
makes  such  an  offer. 

Seems  like  a  bold 
proposition,  don't  it  ? 
But  "The  Weekly 

Commonwealth  " 
makes   the    offer   in 
good  faith  and  abso- 
lutely fulfills  it. 


AND  PERSONALS 


EX-GOV, 
ATKINSON, 


Dot  of  it:  Dinucnilc  Firty. 
Ltiders  In  Georgia. 


ad  Been  Practicine  Law 

Since  Eipiration  of  Hii 

Term  as  Eiecutive. 


For  Rates  and  Full   Particulars  Address 

STEVE  W.  FLOYD,  in  charge  of  Foreign  Advertising 

150  NASSAU  ST.,  NEW  YORK 


J.   WALTER  THOMPSON  CO. 


ADVERTISING.     321 


INDEX Continued. 


NEW  YORK.  Page. 

Albany,    Press-Knickerbocker  and  Express,  303 

Poultry    Monthly 54 

Times   Union 52 

Binghamton,    Evening    Herald,    52 

Cohoes,    Sunday   Regulator,    66 

Dunkirk,    Fruit,— Grape   Belt,    310 

Floral  Park,   Mayflower,    198 

Irvington,    Cosmopolitan,    308-9 

New   York,   Amslee's   Magazine,    194 

American    Agriculturalist,    170 

American    Gardening,    302 

American  Magazine,    174 

American    Oueen,    80 

Brooklyn   Life,    208 

Cassier's   Magazine,    322 

Catholic    World,    276 

Century    Magazine 144-46 

Cheerful    Moments,    92 

Collier's  Weekly,    192-206 

Congregational   Work,    236 

Costume  Royal,    82 

Criterion, 311 

Christian    Advocate,    164 

Dagblad,  of  the  Hague,  Holland,  294 

Delineator,     202-4 

Dietetic    and    Hygienic    Gazette,  288 

Ellis's    Quintette,    210 

Estey  Wire  Works,    190 

Frank  Leslie's  Popular  Monthly,     94 

Food  and  Drink,   136 

Forum,     56 

Gentlewoman,     106-210 

Glass   of   Fashion,    212-14 

Good  Literature,    .-200 

Harlem  Life,    316 

Harper's   Bazar 122 

Harper's    Magazine,     60 

Harper's    Weekly,     ico 

Home    Magazine,    228 

Home    Talk,     74 

Humane  Alliance,   222 

Jewish   Daily   News,    66 

Journal,     312 

Journal  of  Finance,   278 

Judge,    242 

Ladies'  World,   224 

Ledger  Monthly,   102 

Leslie's   Weekly,    226 

Life,    244 

McCall's  Magazine,    98 

McClure's    Magazine,    178 

Methodist   Book   Concern,    164 

Metropolitan  &  Rural  Home,  118-210 

Metropolitan    Magazine,    78 

North  American  Review,   298 

Omega,    286 

Outing,    313 

Paragon    Monthly,    120-210 

Parisian  Magazine,  44 

Pearson's  Magazine,    104 

People's  Home  Journal,    200 

Popular   Fashions,    317 

Puck,    240 

Review  of  Reviews, 96 

Rosary  Magazine 296 

.St.    Nicholas,    140-42 

Scientific  American,    58 

Scribner's    Magazine,    191 

Standard,    76 

Strand   Magazine,    304 

S.   S.  Journal  and  Quarterlies,. .  164 

Teachers'    World,     ~ 280 

Trained   Motherhood 108 

Truth,     129 

Welcome   Friend,    181 

Wide  World   Magazine, 234 

Pittsburgh,   Daily   Press,— Sentinel,    62 


NEW  YORK— Continued.  Page. 

Rochester,  Educational  Gazette,   278 

Green's  Fruit  Grower,   238 

Herald,    64 

Nat.  Fraternal  Press  Assoc 264 

Vick's    Magazine,    260 

Schenectady,  Gazette,   64 

Syracuse,  Northern  Christian  Advocate, 164 

Troy,   Observer,    66 

NORTH   CAROLINA. 

Raleigh,  Post,  150 

OHIO. 

Akron,   Self   Culture  Magazine,    88 

Cincinnati,    Christian  Standard,    182 

Freie  Presse,    90 

Lookout,     182 

Cleveland,  Waechter  und  Anzeiger 270 

Dayton,  Watchword,    254 

Delaware,    Gazette,    270 

Sandusky,   Good  Reading,    162 

Springfield,    Farm   and    Fireside, 258 

Farm    News,    284 

How  to  Grow  Flowers,   300 

Woman's    Home    Companion,...  257 
Warren,    Chronicle,    270 

OKLAHOMA. 
Guthrie,    Leader,    286 

Oklahoma  City,  Home,  Field  and  Forum,..  256 

PENNSYLVANIA. 

Carbondale,   Evening  News,    72 

Germantown,    Telegraph,    176 

Libonia,   Park's  Floral   Magazine,    210 

Oxford,   Blooded   Stock,    126 

Philadelphia,  Am.  Baptist  Publication  So.,  218 
American  Church  S.  S.  Magazine,  262 
Baptist  Teacher  &  Quarterlies,..  218 
Catholic  Standard  and  Times,..  52 

Church    Press    Association, 318 

Guardian   Angel,    128 

Lippincott's     Magazine,     216 

New  Ideas,    290 

Our  Young  People,   218 

Presbyterian,    252 

Table    Talk,     196 

York,    Gazette,    84 

Pennsylvanian,    72 

RHODE  ISLAND. 

Providence,    Telegram,    46 

SOUTH  CAROLINA. 

Charleston,  News  and  Courier, 152 

Columbia   State 152 

SOUTH  DAKOTA. 

Mitchell,    South    Dakota   Educator,    276 

Sioux  Falls,   Sucessful   Farmer,    260 

TENNESSEE. 

Nashville,    Christian   Advocate,    307 

S.   S.   Magazine  &  Quarterlies,..  307 

TEXAS. 

Dallas,  Texas  Stock  and  Farm  Journal, 274 

Houston,   Daily  Herald,    138 

San  Antonio,   Texas   Stockman   &    Farmer,  272 
VERMONT. 

Montpelier,   Daily  Journal, 246 

Vermont  Watchman,  246 

VIRGINIA. 

Norfolk,    Landmark,    148 

Richmond,   Religious  Herald, 252 

WISCONSIN. 

Milwaukee,  Am.  School  Board  Journal, 276 

Herold,    138 


322     ADVERTISING. 


J.  WALTER  THOMPSON  CO. 


What  is 
Cassiefs  Magazine? 

Cassier's  Magazine  is  an  engi- 
neering publication.    It  is  not  got- 
ten up  for  the  masses,  but  it 
does  reach  more  people  having 
interests  in  manufacturing, 
electrical,  street  railway  and 
mining  matters  than  any  other 
publication  in   the  world.     The 
American  edition  carries  eighty 
pages  of  advertisements,  the 
English  edition  one  hundred 
pages,  including  over  eight  hun- 
dred of  the  foremost  advertisers  in 
the  engineering  and  electrical 
fields.     Among  the  readers  of 
Cassier's  Magazine  are  thousands 
of  men  representing  hundreds  of 
millions  of  capital.     These  people 
are  worth  reaching,  and  there 
is  no  way  that  they  can  be 
so  directly  reached  as  in  their 
favorite  engineering  publication. 

The  Gassier  Magazine  Company, 

3  West  29th  Street,  New  York,  and 

33  Bedford  Street,  Strand,  W.  C.,  London,  England. 


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I.OOO  (4/94) 


